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Yang ditawarkan adalah bekerja sebagai penjaga sebuah pulau yang indah di salah satu bagian Australia yaitu pulau Great Barrier Reef, Queensland Australia.

Pekerjaannya kelihatan sangat menyenangkan seperti memberi makan ikan, membersihkan kolam dan mengantarkan surat dengan gaji AUD$ 150.000 !. Itu belum seberapa coba lihat videonya memberi makan ikan dan penyu dilautan yang indah, mengantarkan surat dengan pesawat dan hal2 menarik lainnya.

Sampai saat ini tercatat lebih dari 10.000 orang diseluruh dunia mengirimkan videonya untuk meng apply posisi itu !

Dibalik ini semua ini bukan sekedar pencarian satu orang untuk posisi penjaga pulau, tetapi sebenarnya adalah sebuah viral campaign yang sangat dashyat yang dilakukan oleh pemerintah Australia ( Queensland Tourism ) dalam rangka mempromosikan pulau wisata terbaru mereka. Cara yang ditempuh sangat unik dan efektif, dalam hanya beberapa bulan topik ini dibicarakan hampir diseluruh blog didunia, jutaan orang mengakses dan menonton video tentang keindahan pulau ini. Dan ratusan blog dan orang2 di internet sibuk membicarakan siapa yang akan beruntung mendapatkan pekerjaan selama 6 bulan ini.

Strategi lanjutannya adalah, siapapun nanti yang terpilih menjadi penjaga pulau ini selama 6 bulan diharuskan menuliskan, mempost photo, video tentang apa saja yang di eksplore dipulau ini setiap hari, dan mungkin sudah bisa ditebak yang akan terjadi adalah sebuah “Reality Show” di internet dimana akan banyak mata diseluruh dunia yang ingin mengetahui perkembangan si pemenang ini, sesuaikah dengan mimpi2 mereka.

Pada campaign ini juga disiapkan beberapa channel di internet yang memudahkan orang untuk berinteraksi seperti di twitter dan juga di facebook, jadi smua orang bisa bertanya dan mendapatkan update dengan mudah apa saja yang terjadi disana.

Bisa dibilang ini adalah viral tersukses, jika tidak percaya coba search di Google dengan keyword “best job in the world” hasilnya berlembar-lembar link yang membahas tentang pulau dan pekerjaan ini.  Ada lebih dari 1300 blogspot yang merefer ke situs ini yang tertangkap oleh technorati. Jadi silahkan bayangkan sendiri 10ribu lebih pendaftar dari lebih 162 negara di dunia, hits sitenya yang katanya dalam dua minggu pertama mencapai 2,3 juta unique visitors. Bisa dikatakan setengah penduduk bumi yang ber internet mengetahui pulau ini indah !.

Dan paitnya, hanya segelintir orang yang mengetahui jika Indonesia memiliki banyak pulau2 dan tempat2 yang lebih dashyat lagi…

Seperti kata pepatah “Good product without good advertising is like handsome man winking a girl in a dark” the girl will never know there’s a man next to her…

Here’s what brands and agencies do, says Godin: “they get a lame product, or a semi-lame product, and they don’t have enough time or money to run a nationwide ad campaign. So, instead, they slap some goofy viral thing on top of it and wait for it to spread. And if it doesn’t spread, they create a faux controversy or engage a PR firm or some bloggers and then it still doesn’t work.”

Godin continues:”Being viral isn’t the hard part. The hard part is making that viral element actually produce something of value, not just entertainment for the client or your boss.”

Next Godin explains that: “Marketers are obsessed with free media, and, as is often the case, we blow it in our rush to get our share. We create content that is hampered or selfish or boring. Or we create something completely viral that doesn’t do any marketing at all.

But I’m afraid I do not understand all of the remarks really well….
Godin continues: “Something being viral is not, in and of itself, viral marketing. Who cares that 32,000,000 people saw your stupid video? It didn’t market you or your business in a tangible, useful way.”

But a few rules later, Godin claims that his book (Unleashing the Idea Virus) was downloaded millions of times. And indeed he claimed fame, coined the term viral marketing and increased his number of speaking gigs by this book, and other books many enjoyed, including me!

But is it fair to expect that all marketers and agencies leave their obsession of free media behind, after having read Godin’s book? Since we are ‘blessed’ with mass communications, all marketers are indeed obsessed with shouting campaigns backed by paid media. And free media is even a bigger obsession.

And I’m fully behind Godin that (free) media is neither the holy grail nor solution. But I also feel and can make the safe assumption that Godin is aware this is change management and a process that will take a while to land in the minds of marketers.

I also feel Godin is right that: something that is not viral, cannot be made viral. It’s viral at heart or not viral at all. And indeed, better products would be better than lame products.

But I do feel that Godin’s steps of helping brands should go further than launching a bestseller viral book, or earning enormous amounts per speaking gig. Don’t get me wrong, he’s earned it and I applaud him for that. He even made viral marketing top of mind and provided many agencies with extra business.

So his books and speaking gigs are helping and a good start. But if he has the authentic need and passion to make viral marketing better, to help marketers lose their obsession for free media, to help marketers understand how they can listen to consumers to get from lame products to great products, that would be a great next step. And a necessary step if I read Godin’s comments?

In this case my question to Godin is: what have you done lately to protect viral marketing and to change the attitude at marketers and agencies? Where are all your concrete tips, examples, cases and blog items that help to change behavior at marketers and agencies? Based on your conclusions, they really seem to need extra help?!

If the anger for viral marketing getting a bad name is only a commercial move to earn attention for a book, it would not very authentic, if you ask me? So even if Godin is right (which I feel he is in most of his remarks) still the question remains: if he’s really that concerned and passionate about viral marketing, what will be his concrete steps and output in 2009 to protect viral marketing and to improve the behavior of clueless marketers and clueless agencies?

Will he dedicate part of his time to give new tangible assets and examples to marketers? Output that really helps the clueless ones to improve their behavior? Will he give examples and cases that open the eyes of marketers, so they really start understanding how they should listen to their customers and consumers?

Because I feel that commenting on the mistakes that others make from the sideline, are not the only concrete ways to change DNA of that specific marketers and agencies. We all know that your book was a great success and that it spread very well. We have heard that song over and over again, and it keeps returning each year, like a great classic Christmas hit.

However, in 2009 I would love to listen to a new CD, with a few new tracks. A new viral song that is refreshing, remarkable and especially very tangible to the ones that need it most: clueless marketers and agencies. And I’m convinced they need to hear a new song. So I hope Godin will try to help them. How?

May I suggest Godin i.e. creates a viral marketing playbook, with 101 concrete tips to marketers? Plays that are based on fresh cases, examples and ideas that really push (or should I say pull?) clueless marketers and agencies into the next steps of great viral marketing.

Help them find awesome viral campaigns or smart listening programs that really helps marketers to improve their products, to create satisfied and loyal customers and to create better brands. More new and fresh ideas, clear and tangible tips, and less referring to former successful books.

It can even be a book created by the wisdom of crowds. Gathering smart ideas from smart people. The book might become a collaborative tangible and valuable asset to all that need it. It might even become a bestselling book again, since all that helped with input and cases will probably send it to many friends and co-workers, and most co-authors will buy a copy (or two) of the book themselves.

But I hope the book will not only become a bestseller. I also hope the book will achieve a shift of mindset at many marketers and their agencies. Maybe the new book can even influence their thinking or DNA? Even if 10% of this target group would understand the examples and change their future behavior due to this book, I would call it a great achievement. And a very successful outcome. An outcome that is driven by the ‘passion’ for viral marketing or ‘believe’ in the need for better products and brands that listen.

I feel that the urge to create change, is reflected by the passion and need to get things really done. And here I am curious if we can expect that next step from Godin? He’s able to do it. So let’s do it! I really hope that his passion for viral marketing is strong and authentic enough to do that mission work in 2009. The need for change is being mentioned by himself in his article What is viral marketing?

Please read his item. Then let us know if you believe that Godin will take marketers and agencies by the hand in 2009, by giving them the concrete tips and tools to change their behavior.

I originate from the laws my grandmother hammered into my DNA:
“Igor, if you really, really want something to change; do not sit and wait for it to happen. Don’t complain about others that are not doing it. Don’t point at others that do not make it happen. If you really want things to change, the only thing that counts is: what have you done to lead this change? And if you have not done all you could yet, please stop pointing and complaining. Since the moment you stopped trying, is the moment you lost your right to complain about and to point at others.”

But fully true: my grandmother did not publish a book that became a viral success. Does it make her old-fashioned laws not true? I am not really sure yet.

So I agree with Godin’s remark: “Who cares that 32.000.000 people saw your stupid video? It didn’t market you or your business in a tangible, useful way? Nothing, if it did not help and did not influence consumers’ behavior, I would agree!

However, if I read Godin’s remarks about: viral getting a bad name due to clueless marketers and clueless agencies, there might be people that could think: Who cares that 32.000.000 people downloaded your stupid book, if it didn’t market you or your thought leadership in a tangible, useful way?”

Because some people might ask: if so many millions have read your book, why are so many marketers and agencies still that clueless?

People might draw the conclusion that the number of Godin’s book downloads are not enough to really change the business in a tangible and useful way?! At least, that seems to be the case?

So if we really want to change behavior, DNA and the way we do business, what do we need next from Godin to make that happen?

Taken from : www.viralblog.com

Burger King ( BK ) International sudah sangat sering melakukan digital campaign, salah satunya beberapa tahun yang lalu yang sangat terkenal yaitu ayam yang bisa kita suruh2 hanya dengan melakukan typing command di situsnya subservientchicken, dan juga beberapa kali meluncurkan viral video yang cukup heboh seperti whopperfreakout.

Baru-baru ini BK meluncurkan sebuah campaign baru yaitu Whopper Sacrifice! perbedaan yang paling mendasar selain “extremely creative” yaitu pada medianya, BK biasanya membuat viral site based dengan video2 yg interactive atau hanya video yang sangat menyentil. Tapi pada campaign ini BK melakukannya melalu social networking yang sedang “Hot” yaitu Facebook.

Ide dari campaign ini sangat menarik, user ditawarkan untuk mendapatkan sebuah whopper gratis dengan cara yang sangat mudah tapi sedikit menyakitkan untuk orang lain mungkin . User cukup menginstall aplikasi ini kedalam facebook dengan cara yang mudah, kemudian untuk mendapatkan satu voucher free whooper user diharuskan mengorbankan 10 orang temannya di facebook untuk tidak menjadi temannya lagi di facebook network!. Briliant!!!

Pada dasarnya BK ingin menunjukkan seberapa worth enoughnya sebuah whopper sampai orang rela beresiko mengorbankan teman2nya di facebook dan hasilnya sangat menakjubkan sampai tulisan ini dibuat campaign telah di tutup dan telah mengorbankan 233.906 orang! tulisan pada situsnya per hari ini adalah :]

Lucunya disaat anda mengorbankan teman anda satu persatu, maka akan keluar di wall anda, notifikasi di teman anda yang di hapus dan notifikasi di network friendship anda. Hasilnya adalah orang2 yang dihapus akan mengetahui dan kecendrungan untuk membalas ke teman yg lain and so on on and on…

Tapi tampaknya campaign tidak hanya berhenti disini, BK mengeluarkan sebuah campaign baru lagi yang sepertinya untuk orang2 yang merasa terhapuskan bisa membalas dendam dengan cara lain situsnya adalah angry-gram ( u should try this guys !, its quite fun )

Sepertinya digital agency BK ini ada CP+B yang mereka memang terkenal sangat2 creative, btw sayangnya campaign ini hanya berlaku di US saja kita yang diluar bisa ikutan tapi voucher whoppernya tidak bisa di claim :p

Getting under the skin of your audience…

India merupakan negara yang lumayan mirip behavior penduduknya dengan Indonesia, tahun 2007 Perfetti’s Protex Happydent chewing gum meluncurkan sebuah viral yang “extremely funny” yang mencoba menguatkan brand perception di targetnya bahwa produknya adalah produk yang bukan saja memutihkan gigi anda tapi juga bisa memperkuat gigi. Viral game dan video dibuat dengan sangat kreatif dan membosbastis efek produknya dengan cara yang kocak. Walaupun bahasanya adalah bahasa india, tapi somehow even kita tidak mengerti tapi kita dapat menangkap pesannya dan humornya. Genius!

Berikut studi kasusnya :

The campaign 

The main objective was to spread the buzz for the product, Perfetti’s Protex Happydent chewing gum. Employing a fictional cop with a taste for danger, we created an integrated online campaign for the product which played on its USP of keeping teeth strong while being sugar free.

The campaign, titled Daddu Ki Amanat (Grandpa’s Legacy) consists of a micro site, a viral and a game, all starring Vijay, the cop. Regular chewing of this Happydent helps keep teeth strong and healthy. The campaign proposition then became ‘you never know when you need strong teeth’.

The viral

The viral portrays a robust young cop by the name of inspector Vijay (Vijay was a famously used name for the honest cop in Indian movies and Amitabh Bachchan, the country’s most revered actor donned Vijay’s uniform in over 20 movies). He likes to get jiggy with it every morning but not at the expense of his duty to save the world. He idolizes his grandfather and reminds the old man that he has kept his legacy close to his heart since childhood.

One fine morning, while playing cops and robbers, his outlandishly desperate attempt at felling three escaped hoodlums with a single bullet fails and he jumps for safety. But alas, he meets his foe in the bullet before he can save himself.

As the three convicts step inside expecting our cop to be dead, he lands right in front of them and shoots them dead. He thanks his grandfather who in turn comes down from the heavens to congratulate him on his bravery. And we find out that the secret of his still standing status are his Grandfather’s dependable teeth. They have saved his life yet again and our inspector Vijay is ready to defend the world from its nefarious elements.

The game

The Happydent game is a continuation of the viral which features Inspector Vijay. While the cop managed to bite the bullet the last time around, the convicts he killed are back to haunt him. This time, in the form of their vengeful cousins. The player is the brave inspector in this game and has to catch each bullet aimed their way with their teeth. Catch as many bullets as one can with one’s strong teeth, shoot it back at the dacoits and make them eat dirt. The inspiration for strong teeth, player’s guiding light, the grandfather cheers him on while the player defends his turf.

The micro site

The micro site brings the viral, the game and the television commercials created, together along with outlining the benefits of sugar free chewing gum. It also hosts a contest where high scoring users can win Nokia phones everyday.

The creative strategy takes inspiration from the 70′s Indian cinema where fast cuts and intense music set the tone for almost every action potboiler. And the ‘let’s bring down an entire bunch of scoundrels with one bullet’ trick has been mastered by Rajnikant, the superstar of South Indian cinema. 

The buzz

The campaign, primarily the viral was talked about in numerous blog entries which continue till date, entire threads devoted to the viral in message boards and forums, online groups and communities. But blog posts with the viral link mentioned in them far outnumbered other buzz creating sources. Orkut, the biggest social networking space for Indians was another major buzz driver. People have linked to the viral through their main profile pages and the link was swapped majorly through scrapbooks. The campaign also garnered Webchutney their first international win at Adfest Singapore 2007. Business Today did a story on how brands are increasingly and effectively using internet technologies to spread brand buzz with Daddu ki Amanat as one of the case studies. 

The results
The overall campaign was launched in February 2007 and has reached more than 300,000 unique visitors and page views exceed 500,000. Overall viral views and game plays stand at 250,000 and 20,000 respectively. The campaign was able to raise awareness about sugar free chewing gum which was also one of the client’s secondary goals. Perfetti wanted to give the casual practice of chewing gum a healthy spin since Happydent is sugar-free and helps reduce the risk of tooth decay.

Tata indicom sebuah perusahaan Telco di India pada tahun 2007 meluncurkan viral yang bertemakan “Poor Network Syndrome”. Dalam viral ini Tata Indicom berusaha mengejek para pesaingnya disana yang memiliki beberapa kelemahan dengan cara yang sangat halus tapi sangat mengena. Seluruh glitch yang dimiliki oleh para pesaingnya dibuat seakan-akan adalah sebuah syndrome PMS dengan menggunakan istilah2 semi kedokteran. Dengan eksekusi yang sangat menarik dan cara penyampaian yang sangat baik, komunikasinya akan dengan mudah diserap oleh targetnya. Seperti biasa, walaupun viral ini berbahasa india dan kita tidak mengerti tetapi karena komunikasi visual yang sangat baik dijamin even kita tidak mengerti sedikitpun bahasanya komunikasinya tetap sampai dengan baik.

Well mari kita baca studi kasusnya :

The Objective

* To create awareness about the superior quality mobile network to differentiate the Tata Indicom Cellular Service.
* Extending the big idea for the Tata Indicom brand, “Experience the difference”, to the interactive space.

The Solution

The task was to bring alive this proposition using the same triggers but customizing it for the interactive space. We adopted a route which extended itself to viral marketing.

This translated into a study of people who are victims of an inferior mobile network, highlighting the problems consumers face with call drops, lack of voice clarity, poor network coverage through situations in everyday life. The online destination was called pmsproblems and dealt with the problems of poor network.

The site was advertised through banners, e-mailers across horizontals, business and news sites, SEM, ad networks, job, matrimonial and social networking sites. 

The Creative Route

The micro site created the setting for the ‘Institute of Poor Mobile Network Syndrome’ – IPMNS – and showcased:

1. Victims being examined at the institute: 

* A series of films with four victims – each suffering from a different problem related to their mobile network

* These videos were specially created for the website

2. Symptoms of PMS (Poor Mobile network Syndrome):

Some of the symptoms:
i. High Decibel Complex: The victim appears to talk in an extremely loud tone which on occasion has been known to burst sound barriers and ear drums.

ii. Contortionist Complex: standing, sitting or squatting in uncomfortable positions in order to get better clarity on their phones

iii. Anger Mismanagement Complex: Incessant Rage caused due to numerous and constant call drops

Consumers could also contribute their own symptoms

3. Help a Friend: Viral element

4. Cure: Tata Indicom services

The banner communication was devised to intrigue consumers through multiple routes – but not stating outright what PMS was. Several different banner ideas were developed.

The Results

The online campaign had 25 million impressions over four weeks resulting in:

* Over 6.7 Lakh page views on the site 
* 3.7 Lakh unique visitors 
* Average time spent – 11 minutes. 
* Video views were well over 1.8 Lakhs (3000+ hours)
* Consumers contributed 150 different symptoms
* Over 26 blog sites covered this website independently

Internet as a source of brand awareness increased by 115 per cent based on pre and post brand tracks by Tata Indicom.

Sekarang mereka meluncurkan dua jenis viral game di internet yang pertama adalah Kiss Cam dan kemudian dilanjutkan dengan Kiss Fight. Keduanya mempromosikan mentos sebagai permen agar anda jago ciuman!. Jauh berbeda dengan campaign mentos di negeri kita yang cenderung sebagai “Inspiration Trigger”.

Kiss Cam 

Digarap oleh BBH, dibuat seakan2 sebuah situs movie, awalnya anda akan disuruh memilih preference anda, mau ciuman sama laki2 atau perempuan ?. Setelah beberapa detik video, web cam anda akan aktif dan anda disuruh mencium cewe/cowo seksi dilayar anda .

 Kiss Fight

Sementara di kiss fight, BBH menciptakan sebuah permainan sejenis fight combat yang dikenal dimana tetapi bedanya bukan pukul2an melainkan cium2an. Well posisi mentos diluar negri memang mungkin ingin di posisikan pada permen yang membuat berciuman menjadi lebih hot, kalau disini mentos begitu yang terjadi adalah menjadi pesaing permen kiss…rela apa mentos hehehe.

Coca cola zero game yang sebelumnya dilaunching di negara German dan Spanyol, akhirnya keluar juga versi bahasa Inggrisnya. Viral game ini dikeluarkan dalam rangka EUFA EURO 2008. Eksekusi yang sangat kompleks dilakukan oleh Digital Agency North Kingdom. Idenya sangat menarik tentang seorang pemuda yang ingin nonton final Euro 2008 tetapi tidak mendapatkan tiket masuk. Totally permainan, grafis dan 3dnya dilakukan dengan sangat ciamik anda bahkan bisa melihat tehnik pembuatannya di sini. Kabar anginnya pembuatannya menelan waktu 6 bulan dan pastinya biaya yang sangat besar jika dilihat dari tingkat kesulitan pembuatannya. Coca Cola Zero benar-benar ingin menancapkan sebuah persepsi di target konsumennya sebagai produk yang sangat “cool” dan benar-benar mengerti anak muda. Tingkat kesuksesan sejujurnya saya tidak tahu, yang pasti jika anda bermain game ini, anda akan berdecak kagum pada inovasi dan kecanggihan pada game ini.