VIRAL MARKETING & YOUNGSTERS: THREE CASES

PEDRO DE BRUYCKEREArteveldehogeschool

Twitter: @thebandb

Mail: pedro.debruyckere@Arteveldehs.be

Site: www.xyofeinstein.be

Tech Savvy vs Media Smart

1 phenomenon

Viral marketing

“the promotion of a company or its products and services through a persuasive message designed to spread, typically online, from

person to person. Creating branded internet materials or websites that consumers enjoy sharing with their friends, usually by email.”

(Kirby, 2005)

Youth tunes out marketing

Word of Mouth

Web 2.0

2 types

Viral campaigns where the company is not hiding its purpose

Sent from my Iphone

Viral campaigns where the real purpose is hidden.

3 cases

Case 1: Dove

Onslaught

Axe

CNN

Onslaughter

Case 2 Mary Digby

Case 3 Maria-Flashmob