Viral Dna - The Chemistry of Viral Marketing
60
I’m Mirko! I’m Alex!
-
Upload
mirko-pallera -
Category
Business
-
view
6.056 -
download
1
description
In this presentation, first performed in Paris at the Word of Mouth Marketing Conference, Mirko Pallera and Alex Giordano, founder of Ninja - the strategy & creative lab specialized in non conventional marketing and communication campaigns - give some of their insights of the new book about the Viral DNA of communication (coming out in english in 2010).
Transcript of Viral Dna - The Chemistry of Viral Marketing
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
