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Classic case analysis of viral marketing

Viral marketing has the characteristics of rapid spread and huge influence. It attracts network users through clever designs and encourages users to recommend these designs to others, becoming a carrier of viral marketing. To this end, I will compile relevant content about classic case studies of viral marketing for everyone. You are welcome to read them.

Classic case analysis of viral marketing Part 1

Case 1: When an internationally renowned catering company was conducting viral marketing in Taiwan, it sent an email titled "Eating Down" to customers. email, which introduced a good way to serve the salad buffet: cleverly using carrots, cucumber slices and pineapple slices to build a wider bowl rim, which can hold seven plates of salad at one time, and also included real photos. A netizen who received this email said: "I immediately forwarded the email to my lover and made an appointment to try it out." When we got there, we immediately ordered a buffet salad and eagerly started serving it according to the instructions in the email. ?After several efforts, they finally discovered that the tongs used to hold the salad were too large and could not be built with such fine craftsmanship. The salad could be built up to 2-3 layers at most, and it was impossible to build the seven plates of salad described in the email. But the effects of viral marketing are already showing up among customers.

Case 2: A world-renowned Internet company was the first to launch a 1G (currently 2.5G) free mailbox. At that time, this mailbox product caused a sensation in the Internet industry. However, the product under test does not accept public applications. Instead, test invitations are sent out to the first batch of registered users, including employees of the company. That is, each user has the authority to issue several accounts and send them to several friends in the form of invitations. After the recipients join, they will also have invitation qualifications and can be distributed to more friends. Just think about how many people around the world accept invitations every day, and how many people are giving out invitations like gifts. There is no need to waste time and effort on promotion yourself, the business will automatically spread by users like a virus, and every participant is helping to promote the company. Recently this company is using this viral marketing method to promote its new products.

Case 3: An e-commerce company uses membership and viral marketing to promote its products. There are over 500,000 member sites that can link to its website. If a user links to the website through the Banner on the membership website and completes online shopping, the membership website will receive a certain commission. At the same time, the company uses viral marketing methods to encourage customers to give designated publications to friends as gifts. When the recipient receives the gift, the promotional materials printed on the packaging are advertising the company.

Case 4: The marketing practice of a publishing company’s website in San Diego is to build a website with free downloadable e-books on jokes and humor, and add its own hyperlinks to these e-books. This issue alone, published in March 2001, received more than 30,000 clicks for the company from multiple countries within a few days, and the number of visits to the website is still increasing rapidly.

Classic Case Analysis of Viral Marketing Part 2

Case 1: The incident of "Red Benn Girl" originated from an online celebrity called "Seven Days and Seven Nights who did not eat or drink". Although the post about this girl's incident attracted crazy comments at the time, netizens soon discovered that there was something fishy about it: as a "candid photo", the author's shooting ability was too strong; No matter what the situation, he always carries a Lenovo red notebook with him, which attracts a lot of criticism.

?Red Book Girl? successfully attracted attention, but it was also accompanied by a lot of saliva. If the first test of "viral marketing" was not successful, then the next "Bear Girl" launched by Lenovo was relatively more mature, with higher investment, and even a related short film was specially shot.

Case 2: "Domestic Videos Are Crazy Reprinted Overseas" is a news headline that appeared on many websites after the "Subway Man" incident. There is no obvious trace of advertising in this video. It is just a man playing a gravity game on the Beijing subway line 13. At first, many people mistakenly thought it was an iPhone because the "subway man" was too busy playing the bowling game. Too much investment, and finally threw the phone out of the subway.

It is such a funny video that became popular on the Internet in a short period of time. Just when people were enthusiastically discussing what kind of mobile phone this was, this video was quietly posted on the official website of Sony Ericsson mobile phones. on the website.

:Case 3: In 2014, TCL shot the short film "Savage Wife" for its latest product. The exaggeration at the beginning of the movie left a deep impression on people, and the life of this tough couple became a topic of conversation among netizens and quickly became popular on the Internet.

Classic case analysis of viral marketing Part 3

Case 1: Hotmail is the world’s largest free email service provider. Within a year and a half after its creation, it attracted It has 12 million registered users and is still growing at a rate of 150,000 new users every day. Incredibly, within 12 months of the website's creation, Hotmail spent very little marketing money, less than 3% of its competitors. Hotmailm's explosive growth was due to its full use of viral marketing. Great effectiveness.

Case 2: ICQ In July 1998, before being acquired by AOL for US$300 million in cash, ICQ belonged to an Israeli company and already had 12 million registered users of real-time information services. ICQ's communication method is also similar to viral transmission. Both parties to the communication need to download and install the client software. Then, the user will tell his friends or colleagues through e-mail and other methods, asking them to use this online real-time communication tool. people have joined the ranks of ICQ users. ICQ is the predecessor of QQ, which achieved success in a similar way.

Case 3: Amazon Amazon uses both membership and viral marketing methods to promote its promotion. There are more than 500,000 member websites linking to the Amazon website. By clicking on the BANNER advertisement linked to the Amazon website on the member website, For completed online shopping, the member website will receive a certain commission. The viral marketing method used by Amazon is to encourage customers to give a book to a friend as a gift. When the recipient receives the gift, the promotional materials printed on the packaging are advertising Amazon.