Viral marketing and advertising games

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Viral marketing (viral marketing) The biggest advantage is that consumers can take the initiative to participate in the spread of advertising, through a very small promotional costs, in a very short period of time, resulting in a huge spread effect. So, what is viral marketing?

According to Wikipedia's definition, viral marketing (viral marketing) was first proposed by Harvard Business School professor Jeffrey Rayport in 1996, from an article he wrote for Fast Company magazine: "The Virus in Marketing" (the Virus of Marketing).

In this article, Professor Jeffrey Rayport his point: "When it comes to disseminating a message in a very short time, with a minimum budget and with the greatest effect, nothing on earth can trump a virus." (when it comes to getting a and little time, minimal budgets, and maximum multiplying, the nothing on the Earth beats a virus.) Obviously, the advantage of viral marketing is that it can spend a relatively small amount of money in a short period of time to maximize the effect of transmission. But how is this effect achieved?

The front line thinks, want to give full play to the advantage of viral marketing, need to confirm several key links first:

1. Susceptible people-that is, our target audience, the brand potential consumer population.

2. Pathogens-that is, the message we want to convey, the content of the advertisement.

3. Virus-Pathogen specific manifestations, such as a picture, a game or a video.

4. Mode of infection-virus transmission, such as via email or built-in hyperlinks.

5. Outbreaks-that is, the effect of viral transmission, the number of infected people and other data.

and advertising Games (Advergame) as a typical application of viral marketing, has a unique advantage. First of all, from the susceptible crowd, the game's audience is very wide, especially the network popular casual games, not as most people imagine, is the patent of young men, such as rage, Zuma and other games, can be said to be notoriously, all ages. Second, the game as a manifestation of the pathogen, can carry a large number of advertising information, because the game scenes, characters, props, plot and other settings, can be implanted in advertising content, so that consumers participate in the game at the same time, accept these advertising information. From the mode of infection, advertising games through the built-in friend forwarding system, so that consumers take the initiative to participate in the spread of the virus, and, because the advertising game to flash technology to achieve more conducive to the game in various forums and blogs above the reprint and dissemination. Finally, on the control of the epidemic, because the advertising game is a perfect computer program, you can built-in data tracking system, real-time control of the number of clicks and other sites, forums or blogs above the reprint, you can also through the design of statistical procedures, accurate understanding of the level of participation of each consumer game, such as how much time to play, after a few customs and so on.

It is precisely because of these advantages in viral marketing, the popularity of advertising games in foreign increasingly high, many products on the official website, the game becomes an essential content. Like the new online movie blockbuster official website, the main content is no longer the movie trailer video, but the movie content related to the advertising games, such as the movie Kung Fu Panda official website, but also for each person in the film designed an advertising game.

In the domestic advertising market, advertising games this network promotion model has gradually been the advertisers pay attention to, Frontline network in early 2008 for a domestic joint venture car brand development of a racing game, in the online 6 months to reach 5 million clicks, the game built-in three links total clicks more than 3 million times. If you want to get 3 million clicks through the network advertisement way, I am afraid the advertisement budget also wants to reach millions of level, and the front line provides the advertisement game solution, from the game plan, the development to the later promotion, the total cost not to this number 5%, thus calculates down, Advertising games can indeed do viral transmission of the ideal model: a very short time, the least budget, the greatest effect!