NONE: Re: ONLINE-ADS>> Viral Marketing at its Best
Re: ONLINE-ADS>> Viral Marketing at its Best
Beer, Dan (beerd_at_scgmsnt.cmail.southam.ca)
Tue, 6 Oct 1998 17:49:26 -0500 (CDT)
Hi guys,
Rafe Furst <rafe_at_pickem.com> wrote
> ps, While I don't know who coined the term "viral
> marketing", I recognize the concept as an instance of
> Richard Dawkins' notion of "memes", which are the mental
> analog of genes. Memes and genes are the unit of
> replication in a generalized view of evolutionary processes.
Remember the Clairol ad, "and they told two friends and so
on and so on..."
At Dan Zen, we have several features which use this type of
Marketing:
We ran a blimp race where the blimp with the most people
wins. Friends invite friends through an email form and so
on and so on. The locations of all these people were
displayed and people could talk to one another in light
"blimp-race" fantasy. We had thousands of people in no time
from all over.
Our last mystery, Utopia, is still going even though we have
stopped advertising. You got into the first day free if you
invited 5 or more friends. When the invitation comes from a
friend, it probably beats direct marketing from someone you
don't know. <http://www.danzen.com/utopia>
Spirogram was our attempt to sell a viral marketing tool. A
Spirogram sends and receives spiral encoded messages. You
put one on your site and a visitor uses it to send a message
to a friend or friends. The message is encrypted and tells
the friend(s) to go to your site and use the Spirogram to
decrypt the message. The friend does and sends messages to
their friends... meanwhile you build site traffic.
<http://www.danzen.com/spirogram>
> One thing that seems like a tough call is how do you decide
> whether to charge for something that has "viral marketing"
> potential or not?
We only had a few nibbles at buying the Spirogram despite
our suggestion that you can quadruple your traffic. So we
have decided to relaunch and give away the Spirogram because
of course the Dan Zen link is featured on the decrypt page.
In terms of invitations, I think sites are really missing
out if they don't offer an invite link. The relaunch of Dan
Zen will feature invitations on every game where we give the
visitor several invitations to choose from and allow them to
add a note. Then they can enter multiple emails of friends
to send their invitation to. <http://www.danzen.com> has an
example up now.
Dan Zen
http://www.danzen.com
mind games
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