Create An Online Buzz That Goes Viral For A Lasting Effect!
One of my favorite stories of using the internet to get your message sent around the world in minutes and hours is from a company you may not expect to use social media marketing in this way.
Universal Studios New Media Marketing Vice President Cindy Gordon was in charge of the PR and media blitz for the launch of The Wizarding World of Harry Potter.
Now most of us would be thinking of the major traditional ways a company of this size would be marketing a new theme park ride or a new section of their park such as billboards, TV ads, Radio ads and perhaps even trying to get the Super Bowl air time for an ad. Of course all of these cost some major money too.
But Cindy Gordon had a different plan. That plan paid off very well. It was a huge success.
We all know that Harry Potter is one popular guy and he is famous all around the world. In fact, J.K. Rowling's Harry Potter series has been translated into 65 languages and sold over 325 million copies. Warner Brothers grossed over $3.5 Billion just in the movie theatres. That's not mentioning all the items that get sold from toys, tshirts and whatever else people think of to sell about Harry Potter.
What Cindy Gordon decided to do was to set up a top secret webcast ( like a teleconference with video) but only invite seven people to view this webcast.
Now, brace yourself, because this is the really cool part. She invited seven BLOGGERS! These bloggers had the top Harry Potter fan type blogs in the world. These bloggers had access to Harry Potter fans. It was important for the success of this social media marketing campaign to understand that the fans are where it is at when it comes to really spreading the news fast.
Universal did not have to hire a media firm, an ad agency or any other expensive advertising. This was a very small budget item that carried with it immense viral potential. Instead they spent some money and time on preparing a very professional webcast.
These seven bloggers began a buzz by racing with this juicy detailed information back to their subscribers and fans.
From those SEVEN people the news spread to over 350,000,000 (million) people world wide! From those seven bloggers the new theme park addition of The Wizarding Of Harry Potter spread like wild fire. This is where the media had to go to get the news, this is where the top news agencies in the world found out and then printed it in their newspapers and reported it on their news stations.
This is such an amazing story. Whenever I am down about our online marketing, I read this story because it really helps me to get motivated. Of course, most of us don't have 350,000,000 fans, not even on our facebook fan pages but the base that you do have- you can certainly learn to create viral content.
Viral in the social media world is a good thing. Viral means having a few people take your message to the masses- online and offline.
Traditional media takes weeks and months to make you famous, on the internet it can happen to you overnight.
If you know your audience, understand your prospect, know what they are looking for and provide exactly that- your message could have a large reach that would be huge in your niche market. If people like your message enough, they will send it to their family and friends, who will then send it to theirs and so on and so on...
Think outside the box!
This video I posted below is my favorite viral video of all time. This toilet company had to think of something exciting about toilets! Not the most fun thing to sell, don't you agree? So this Swedish Self Cleaning Toilet company made the following video and it has 2, 461,820 views on youtube. This company not only sold toilets from this one short video it also helped send a great message. Watch it to find out.
People love to spread things that they find interesting or entertaining or a message that they resonate with. Think about some of the 'out of the box' things that you can do to create information, photos, video and stories that your sphere of influence will spread for you.
17 Comments
on Create An Online Buzz That Goes Viral For A Lasting Effect
JAN
24
2010
Thats a great story about Harry Potter. It's amazing what can be done when you think outside the box...I have only one theory about marketing. To be honest with you - I took no classes in marketing per se and have no background in it.
But..I've got that bloody Ph.D. that I never used - or did I? The process is exhausting. Usually the last 18 months to 2 years are a hazing experience and an exercise in sleep deprivation...and so it was with me as well.
So - my marketing plan is based on remembering that catatonic state I was in during those two years. When I look at my marketing plan I ask one question: would this piece of marketing that I am looking at have caused me to blink and look twice during that period of my life. If the answer is "no" I discard the idea and move on. If the answer is "yes" its generally worth using.
I have another business I am involved with that is going to use a viral Social Media campaign starting in May that I developed. I am crossing my fingers, I have field tested it to a select few that have given great feedback.
It is only aimed at a Region and users of this type of business but no one else is doing it, the cost is marginal and even if it is partially successful it will generate a lot of business. I love the web!
Many companies are spending considerable efforts on viral marketing since it is very difficult to reach younger people through traditional means (TV, radio, newspapers etc.) due to fragmenting marketplaces.
Viral is absolutely important, sometimes it is hard to balance what is there to say on Social Media, especially nowdays people tend to be over transparent (i think) and then get themselves in trouble.
It's quite amazing how many people are reading blogs online. A few years ago I hardly knew what a blog was. Amazing that 7 peole turned into 350 million. Wow.
Awesome story I think... A great example of the dynamics of todays culture and media. We can reach a lot of people with a little imagination and creativity. Great post, thanks...
LOL Katerina, that is the funniest video I have seen in ages! (at least a week) The Harry Potter news was good but the CWS commercial put your post over the top.
Katerina, That is sheer brilliance....choosing the bloggers might be the difficult part! I loved the idea and that video is a hoot :) We were just discussing low to no cost effective advertising.....
What a great blog about someone who came up with a brillant solution for effective advertising! I love it ..On Line Buzz that goes Viral! Thanks for the video it's priceless!!
A great message in VIRAL marketing. It does take time to keep a blogg up but it is certainly worth it.
JOHN CORRIE
RE/AMX Little Oak Realty
Abbotsford B.C.
Great story! Creating something that can go viral is difficult, but man, the payoff for thinking outside the box and knowing where the best places to reach your fans are immense!
Wellington Florida Real Estate Blog By Katerina Gasset of International Properties & Investments, Inc.
is a Great Place For Real Estate Agents and Potential Buyers and Sellers to get to know more about Wellington Florida as well as other parts of Palm Beach County.
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
;)
;)
;)
Thats a great story about Harry Potter. It's amazing what can be done when you think outside the box...I have only one theory about marketing. To be honest with you - I took no classes in marketing per se and have no background in it.
But..I've got that bloody Ph.D. that I never used - or did I? The process is exhausting. Usually the last 18 months to 2 years are a hazing experience and an exercise in sleep deprivation...and so it was with me as well.
So - my marketing plan is based on remembering that catatonic state I was in during those two years. When I look at my marketing plan I ask one question: would this piece of marketing that I am looking at have caused me to blink and look twice during that period of my life. If the answer is "no" I discard the idea and move on. If the answer is "yes" its generally worth using.