Through the game body to see the principle of viral communication

Recently, there was a game called "Chain Reaction". To be honest, it was no trick. Just throwing a bubble in the screen. If the other passing beans touched the bubble, they would burst into more bubbles. Which in turn makes it easier for other Peas to touch it. What fascinates me is that it presents the state of "spread of the virus" in a simple visual way.

If you have a two minute, please click into play to see, and then we analyze some of its representative.

Free from the Chrome Web Store search for "Chain reaction", you can also go directly to the game's official website link.

Simple analysis of variables:

● players throw out the beginning of the bubble: brand message

● the number of chattering peas on the pitch: the size of the target population received by the message, the more peas the greater the potential TA of this message

● Peas path: the target group in life, a bunch of pipes to accept the message, the bubble left behind, is to choose a media channel

● blasted to disappear time: to share an effective period of time, such as: from the FB graffiti wall washed before washing time

● Bubble bean will explode into a new bubble: your brand message sharers, they will create more pipes for you, so that more people touch your message.

The first pass is easy, Get 1 out of 5, and we just need at least one bean to hit the dropped bubble. It is a simple task, for example: a very good rental information, I only need at least one person can see. I need "tricky" to drop bubbles in the peas through, for example, the rental information posted on the bulletin board, there is no need for community help. But just put it, it is possible that no one is attracted to!

Get off at the third level Get 4 out of 15, Few peas walk together, so maybe a little bit of word-of-mouth is needed to find four people at once, and you need to look at the more traffic Corner, for example, choose to go through more people billboards, maybe caught two people who are interested, they also find two or three friends.

After the fourth pass, gradually rely on a little luck, and sometimes even on the traffic looks very impressive place, or less than the expected KPI, obviously know that this message will be interested in so many people, but There is no way to let them see it completely. You need to observe more about their trends. For the moment, a lot of people do not represent more people who can affect more people. For example, they can hold a large-scale screening and come to a pile. People, but do not let them take pictures, resulting in sharing fault, it can not have the general proliferation of ripples.

I found the two most easily failed: First, the market is not small, such as Get 30 out of 45 off, although the rate of 66% required only, but due to the number of target groups not enough to swim, often halfway Cut off Second, high KPIs, such as the last pass, although the target population flooded the entire screen, but to reach 91% of the rate of achievement, often proliferation will be a bit weak.

Of course, there are often surprising examples of bubbles falling into very few places, seeming to die, but slowly by one or two of the last millisecond to share, almost to disappear Formerly, suddenly thunder and flapping channeling up, like a surging river endless, to stop it can not stop.

Feeling very messy results, we in the virus marketing, what can expect in the end? What can control what?

1.Create an truly compelling message, which is an essential element. There must be an appealing message so that the audience will have more (with more Peas in the chart), the potential for proliferation will be sufficient.

2.Note the trend (s), the message can not only be lost in today's most noticed pipeline, but also lost in the next second most concerned about the pipeline.

3. "Sharability", the message worthy of attention should also be worth to share, there are many conditions worth sharing, the previous article "Let's go viral!" On the success of video virus marketing conditions "and" little penguin sweater, why does it work? Hidden marketing code of the virus news ", the analysis of several of the most easily shared elements, can be used as a reference

4.Influence matters, well-known bloggers or film stars, or the industry, etc., have their own influence and persuasion, they themselves are many Peas must pass through the pipe, so if you can fry them, then They will take their followers together. If it is planned to buy their influence, pay the endorsement costs.

5.A pinch of good luck & timing, sometimes, obviously thoughtful consideration, but the reaction is still not as expected, it is possible. Perhaps accidentally hit with important news, perhaps sharing a fault, the pipeline may be able to spread it does not exist. If you are convinced that this is a compelling message, then once again without success, a lot of famous viral videos were discovered after many years, and overnight red storm. (For example: the evolutionary history of dance, performed in 2001, 2006 because of the upload to Youtube began violent)

The "chain reaction" comes in a step-by-step version. In the advanced version, peas move faster and slower, and the range of explosions is also different. This shows that the peas are in line with the flow rates of different pipes in the market. Different people's influence size, here is more difficult to break through. In the real life, there is a great deal of change in the message spread on the market. The game is a relatively pure environment experiment, but we can see some clues about the spread of the virus!