CCT356-Online+Advertising+Critique


 * Assignment: Online Advertising Critique (due Feb 8, 15%)**

**Tipp-Ex White-out pocket mouse** **August 2010** //[|"NSFW. A hunter shoots a bear!]// In this Youtube ad, BUZZMAN agency created an interactive youtube video that went critically viral. The video features a hunter who is reluctant to shoot a bear, and decides to use the product "Tipp-Ex White-out Pocket Mouse" to erase the word "shoots" from the title and allow you to manually enter a new word and will direct you to a new youtube link of what you have entered. For example if you entered "plays soccer with", the video changes to the hunter and bear playing a game of soccer, but getting distracted and allowing the bear to score a goal. According to BUZZMAN, there are 43 different scenes that were shot, including 1 scene of when a user enters a misspelled word or an activity that wasn't included in any 42 scenes. The **target audience** is clearly marked towards high school as the ad was released on the August 17th, 2010 which is a month before school started in Both Europe and North America.
 * BUZZMAN agency**


 * I first saw this video** being liked by around 5 of my friends on facebook around 15th of September, which I initially dismissed as a silly video someone was sharing. However, when the video also appeared on Reddit and featured on Youtube, I decided to click into the video. The technique they used was an interactive ad campaign, which increased the stickiness of the ads as users would stick around for a while trying out different words and watching the different scenes.

Were they effective?
According to BUZZMAN a French advertisement agency, in 36 hours ;
 * 1,000,000 views on Youtube
 * 1) 100,000 plus shares on Facebook
 * 2) And up to 1 Tweet per second
 * 3) Ricky Martin And Alyssa Milano twitted about it
 * 4) [|Mashable] ranked it #1 viral video of 2010
 * 5) Spread onto radio, Television and talkshows

source: http://www.buzzman.fr/casestudies.php Within 100 days ;
 * 1) 35.5 million views on Youtube
 * 2) 5+ minutes of Brand Exposure
 * 3) 217 Countries reached
 * 4) 380,000 shares on facebook and twitter
 * 5) Virality rate of 500%
 * 6) Top 10 branded channels on Youtube

source: http://www.buzzman.fr/casestudies.php
 * Company sales (Europe)**
 * 1) **Purchase intent:+100 %**
 * 2) **Sales:+30 %**

source: http://www.buzzman.fr/casestudies.php ====**Were they effective?** Yes they were. BUZZMAN managed to create a community around this interractive video of a hunter and a bear. In the [|fake facebook profile], they created a page where the hunter "Andy" would update the fans on the coming and goings of his life and his new best friend, while informing them of upcoming events "Vote us #1 on mashables" or linking to parodies that others have done. There are also a couple pictures of the bear and Andy doing mundane stuff and promise of more scenes to be included in the video. 26,450 have liked the page so far, and there are people who give direct feedback on how much they enjoy the video. The website is a advertiser's dream as it gives direct data that traditional market will NEVER give.====

Also, there are sites that were created, like http://www.we-like-tippex.com/. It shows all 93 verbs that give different scenes, and is a fansite that "Andy" linked to.
This campaign was brilliantly crafted, and continues to generate awareness for Tipp-ex, and numbers speak for itself, with a purchase intent increased by 100% and sales up by 30%, it is clear that this campaign was wildly successful.

YAMAHA VMAX **April 2008**
 * BUZZMAN agency**
 * [|VolumeMax]**
 * (Originally on volumemax.fr, taken down now)**



In 2008, BUZZMAN agency were tasked to create a viral campaign for YAMAHA-France 's new motorcycle. However there were 2 rules that they had to follow; they couldn't reveal the name of the new bike nor show the images of it. With these imposing restrictions, BUZZMAN created an advertisement-game where you would control speed of the bike with the volume of your voice, over your telephone/cellphone. The advertisement starts an attractive lady that throws you the key to try out the new bike, and all you have to do is enter your number and your email, and you will get a call. On the countdown, shout/scream as loud as you can and your bike will move as fast as you are loud. When you are done, your points are tallied and you are placed on a leader-board. Most importantly, you are then given an opportunity to invite your friend via email and an SMS to their cellphones if the number you gave is a cellphone number. **The targeted audience** is curious, because the VMAX (game is called VolumeMAX) targets a group of people who knows of the original 1985 Yamaha V-MAX, yet a quirky game like Volumemax hardly targets the 30-50 demographic. However, what it does is increase its market awareness to a newer group who doesn't have an attachment to the original model and can cash in onto this group.


 * I first saw this video** a friend in germany received a SMS on his handy (cellphone) on summer break of 2008. It was an automated message that you "were invited to participate in the hot new race" and gave a link and that it was sent from a friend. After going to the link, he screamed he lungs out and placed 344th. The bike "V-Max" was never mentioned and I never heard of Vmax before. He then posted this on facebook, which i checked out. It didnt have any intergrated "Like this" for facebook or tweet this for twitter. Also it was a french site that didn't call outside of Europe.

Were they effective?
source: http://www.buzzman.fr/casestudies.php
 * 1) 130,000 visits in 2 weeks
 * 2) 74 000 callbacks from users
 * 3) 45 000 emails collected


 * Where they effective?** Perhaps; There is little numbers to collaborate in terms of sales to determine if they are related. However, with the amount of visits AND call backs in relation of the visits that would show that they might have been pretty effective. In 130 000 visits, 74 000 called back to inquire about the VolumeMAX, which is roughly a 56% (74 000actions/ 130 000 visits) conversion rate. Also, roughly 45 000 emails were collected as well, which is rather useful for keeping fans in touch with updates and inflating demand for the V-MAX.