I’m Mirko!

I’m Alex!

we live here!

Yeah, It’s a marketing

best seller!

This is a fake cover!

Clan of Ninjas

presents

VIRAL-DNA©

the chemistry of viral marketing

How to design

contagious viral marketing campaign?

Virality=

Viral-DNAx

Seeding

How to design Viral-DNA for a brand?

enjoyable / valuable

enjoyable: Diesel XXX

valuable: Nike Plus

But,

Think about the best viral things in the world...

GOD

SEX

MISTERY

LOVE

PETS

WAR

enjoyable or valuable?

Dove Evolution

meaningful

enjoable valuable

Dove Evolution gives voice to women

1) meaning-ful

2) emotions

VIRAL

IS ABOUT

SOCIAL SHARING

OF EMOTIONS

robert plutchik

which emotions are more viral?

joy

anger

sadness

fear

surprise

Kelly School of Business - Indiana

3) chatarsis

Whopper Sacrifice

4) psycho-social relevance

a) universal emotions

Susan Boyle

b) cultural identity

Still Free - Ecko

How to design

contagious viral marketing campaign?

You need to identify a psycho-social tension

You need to give voice to it!

Tension

EMOTION

Catharsis

Conclusions?

BRAND AS SENSE PROVIDER

SUPPORTING

A MEANINGFUL PROJECT

thanks a lot

be ninja.

Mirko Pallera & Alex Giordanostrategy & creative director I Ninja LAB

www.ninjalab.it