Up, up and away Viral Marketing Case Studies

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Up, up and awayViral Marketing Case Studies

• Jane Linton

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Viral marketing

• What is it?
• Why do it?

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What makes it successful?

• 5 key ingredients demonstrated

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Make it simple

• Can it be explained to someone in 10 seconds
• Can someone use it without reading instructions

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The Great Hotel Giveaway

• Scratch win game. Selection of a game card
  based on holiday type, supported by luxury hotel
  prize
• Rewards
• Instant gratification

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Make it relevant

• Keeping it on-brand
• Driving a core message at the heart of the
  campaign

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Dash to London

• Selection of inbound outbound Air France
  flights from Belfast to London City to generate a
  timeframe in which to play the game
• Rewards
• Learn about the flight times of a newly launched
  route
• Increase awareness of tourist attractions the
  proximity of City Airport to the centre of London

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Reward the User

• An end prize is not enough
• Intermediate rewards
• Instant gratification

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The China Challenge

• Be given clues to an attraction somewhere within
  the Cathay Pacific network. Find the location
  within a time limit
• Rewards
• Testing knowledge of amazing attractions in China

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Word of Mouse

• Intrinsically viral in nature
• Further incentivisation
• Ensure the opportunity
• Appropriate placement seeding

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Fly a friend

• Invite a friend to fly with you to any KLM
  destination
• Rewards
• Communicate with friends
• See the most popular destinations

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Get the sales

• Track the metrics
• Put sales opportunities within the campaign
• Track activity sign ups, open rates, click
  thrus revenue

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