07 (Viral Marketing)
.
2
& Partners -
, .
. , ‘ ’ .
.
Unless you’re Paris Hilton, no video is guaranteed to go viral. A guide for creating a successful viral campaign is as effective as a tutorial on how to win the lottery.
OK, you’ll learn the basics like ‘you don’t win if you don’t play’, but that’s about it. Viral work is, for the most part, unpredictable.
/07
4

1
- 2006 2
- ‘ (Still free)’ 8,700
: https://www.youtube.com/watch?v=HwU2t3BJtiM (1/2)
[‘ (Still free)’ ]
‘Still free’
- ‘(Air Force One)’
- ‘(Ecko)’
-
-
(2/2)

/07
6

2
‘’ ?
- 2012 7 15 , 1 15
(1/2)
/07
7

2
‘’ ?
- ‘’ 9 2
(2/2) : http://www.youtube.com/watch?v=ASO_zypdnsQ
[PSY – GENTLEMAN() M/V]
/07

•
• (sponsor) ,
• ,
1)
8
(WOM, Word-Of-Mouth
AMA
- , , , ,
/07
9
1.
(buzz marketing)
, (word of mouth)
/07

(word-of-mouth) ,
, (the information age)

1997 (Steve Jurvetson) (Hotmail)

10

11
(text messages)
(interactive flash games)
12
1996 7 Sabeer Bhatia & Jack Smith
5
‘Get your free email at Hotmail’


AOL(American Online) 6
/07
13
14
: http://www.smartinsights.com/wp-content/uploads/2013/02/Hotmail-Growth.png
when they sold to Microsoft 1.5 years after launch, Hotmail had 12 million users
July September November January March May July September November
(there were only 70 million internet users at the time)
/07
15
17
(homemade) 2
4
(1/2)
/07
18
7
8
(bloggers) 9
10
(2/2)
/07
4)

(), , , , , , , , , ,

/07
/07
2
3

(nurture the grass roots)5

: Dye(2000)
4

& (Abercrombie & Fitch)
18~22
·
A&F (heavy user) ,
/07
5



/07
-
-
- 1995 : 400%
: http://en.wikipedia.org/wiki/Walt_Disney_Classics
- 2,000 (limited edition)
- : Vapor blue, Reflex yellow 2,000
- 2 50%
: http://www.wheelswings-things.com/?item=69&ret=http%253A%252F%252F
2
/07
9
: http://cdn.rsvlts.com/wp-content/uploads/2012/12/JORDAN.jpeg, http://aaww.org/wp-content/uploads/2012/08/Tiger-Woods-Nike.jpg
10
(Oprah’s Book Club)
- (Oprah Winfrey) ‘ (Oprah’s Book Club)’ (New York Times) Harpo
: http://mhpbooks.com/mobylives/wp-content/uploads/2009/06/win0-023.jpg
11
3.

- ‘ (Four Weddings and a One Funeral)’ (W. H. Auden) ‘Stop All the Clocks’ 3 5 ( 500 )
2
12
3.
US News & World Report
US News & World Report :
(Modern Library)
5 1,000
, 5 4 (amazon.com)
/07
13
14



(early adopter)

/07
15
-(Harley-Davidson)
1981 13
1983 (HOG) ,
2011 7,000 75
/07
16
2004 tender crispy
20 , 3 1 5


17
2 , 5F !
/07

18

2008 ,
/07
19
- 1993 Marc Ecko ,


(Air Force One) ‘ (still free)’ (graffiti)
- (graffiti artists) ,
(1/3)
/07
20
(2/3)
747 (Air Force One)
, (Ecko) 747


Droga5
- & (Saatchi & Saatchi) (CD) Droga

17,000
8,700
/07
21


53
/07
22
/07



2007 7 10 , 2011 7 4 1
: 294,098,738(view)
3) 3 : (Blendtec) ‘Will it blend’
23

• NBC The Tonight Show(2007), History Channel Modern Marvels, World's Strongest III(2008)
2007
2008
2013
24
3) 3 : (Blendtec) ‘Will it blend’
25
/07



4) 4 : (Volkswagen) ‘The Force’
26
‘The Force’
4) 4 : (Volkswagen) ‘The Force’
27
/07

N96 Bruce Lee edition
2008 11 27 (, ) , ,
: 1,300( 188 5 ), N96 800
5) 5 : (Nokia)
28
5) 5 : (Nokia)
29
/07
2 : Bruce Lee Lighting Matches with Nunchucks( )
5) 5 : (Nokia)
30
/07
31
- 2005, 2006, 2008, 2012, 2013
: http://www.wherethehellismatt.com/

2013
(1/2)
/07
32
,
2007 (Jawed Karim)
2008 Visa card
- Travel Happy
33
: http://www.youtube.com/watch?v=zlfKdbWwruY, http://www.youtube.com/results?search_query=matt+harding+visa+
[Where the hell is Matt Harding?] [Visa card Travel Happy ]
2 , 5F !
/07


Dye, R. (2000). The buzz on buzz. Harvard Business Review, 78(6), 139-146.
Scott, D. M. (2007). Viral marketing: Let the world tell your story for free. The Pragmatic Marketer, 5(5), 5-11. http://www.pragmaticmarketing.com/publications/magazine/5/5/vol5iss5.pdf
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