| Client: The Viral Factory
|
| In August 2001 The Viral Factory
existed only as a bunch of exciting ideas in two heads. Now
it is the leading creator of viral video clips, with several
world famous success stories to its name. |
| |
| Objectives: |
 |
To establish a brand identity and raise awareness
of The Viral Factory. |
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To position The Viral Factory as the premier
viral agency. |
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To generate business leads and encourage partnerships.
|
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To test the effectiveness of a viral campaign. |
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To generate data around a viral campaign for
future use. |
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To test our creative theories about viral content.
|
| |
| Solutions: |
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TVF's research showed that viewers respond
best to content which feels random - which they feel they
have stumbled across. |
|
We developed a clip based around a recognizable
situation in which nothing dramatic is happening. At the last
moment the action was subverted in a way that totally defied
viewer expectation. |
|
The clip was branded in a non - intrusive way,
containing simply a URL, leaving viewers unclear as to who
is behind the viral. |
| |
| Results: |
|
The clip was sent to an initial seed group
of 5 people on the 13th August 2001. |
|
On the 14th August, 1 person visited www.theviralfactory.com.
The next day, 9 people visited the site. On the 16th, 5,022
people visited it and on the 23rd 13,588 people visited. |
|
In the first month, 233,652 unique viewers
visited www.theviralfactory.com, a site which was launched
on the same day as the clip. This translates to an estimated
25 million views of the clip. In total, an estimated 40 million
people have seen 'Headrush' |
|
The clip raised awareness of the potential
in viral marketing. Using no other marketing, we launched
our company, and generated a huge buzz of excitement. |
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This buzz resulted in a substantial number
of business leads, new business, and partnerships with best
- of - breed companies in the online marketing space. |
