Promo - March 2008 - (Page 17)

20th Century Fox used actress Carmen Electra in its first viral video campaign to promote the spoof movie, “Meet the Spartans.” The effort was one factor that contributed to the movie’s $18.5 million, No. 1 box office opening. The Players Did it work? Hundreds of thousands of videos have been sent and viewed, says Hilary Hattenbach, vice president of digital marketing for 20th Century Fox. Audio works too. Visitors to www.careerbuilder.com/ monk-e-mail are invited to create audio messages by using computer-animated customizable chimps. So far, nearly 120 million e-mails have been created since 2006, and the average pass-along rate is 25%, says Cynthia McIntyre, senior director of advertising for CareerBuilder.com. “Personalization is a huge reason for its success,” McIntyre adds. While no standardized metrics exist, companies often measure viral success by Web site visits, clickthrough rates, video views, amount of time spent on the site and blog penetration and feedback. Office Max only achieved a fraction of the traffic for its “Scrooge Yourself” holiday 2007 campaign that its iconic “Elf Yourself” effort drew the previous year. Still, 6 million dancing Scrooges were viewed. “If you aren’t seen by the right blogger or placed on the right Web pages, it won’t start that chain reaction,” says Matthew Peters, cofounder of Pandemic Labs, a viral and social media marketing company. But no matter what the content, “You always have to have a fresh approach,” says Patrick Young, president of JetSet Studios, the agency that handled Fox’s viral campaign. “Hopefully, it’s ridiculous enough to get P passed on.” l Promo / WWW.PROMOMAGAZINE.COM / March 2008 17 http://www.careerbuilder.com/ http://www.careerbuilder.com/ http://iCGroupLP.com http://iCGroupLP.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - March 2008

Promo - March 2008 Editor's Note Girls' Club New Eco Regs? They're Not Going Anywhere Spreads Easily RFID Ramp-Up From Backyard to Broadcast Commentary VROOOM! Stuff We Can't Do Here Yet Q&A: Measuring Up Free Ink The Agency Center Resource Center Promotions 2.0 Index of Advertisers

Promo - March 2008

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