IKEA has run a very successful viral marketing campaign using Facebook to promote its new store opening in Sweden.
Due to having a limited budget, the advertising team of IKEA decided to use Facebook to promote the IKEA store and aim to spread the message not just throughout Sweden, but throughout Europe.
The team have chosen the most popular function of Facebook, “tagging pictures”, and used it to promote IKEA showroom products. After creating a Facebook profile for their Store Manager, the advertising team uploaded 12 pictures of IKEA showrooms to his photo album.
They encouraged the Facebook users to tag the products they saw in the photos. Whoever was first to tag a product, for example, a bed or a sofa, won it as a prize. It became very popular among the users visiting the profile to tag pictures and begging for more pictures to be uploaded to win more products.
As the demand grew, people were adding pictures of IKEA products in their Facebook pages and spreading them among friends all over the place, the online advertising campaign had evolved beyond its initial expectation and gone truly viral.
The IKEA viral ad is a perfect demonstration of how to encourage a community, and getting that community to advertise for you, rather than advertising at them, can lead to excellent results.
Source: http://www.youtube.com/watch?v=0TYy_3786bo
Source: http://viralmarketing4290.blogspot.com
If you are interested to read more viral marketing cases, please visit my teammates' blogs below.
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2010年6月30日 星期三
Advantages and Disadvantage of Viral Marketing
Taking the example of IKEA Facebook Showroom, the main advantage of using Facebook to create viral marketing buzz is that its message can reach a larger number of Facebook users within seconds in a cost-effective way.
The vital of successful viral marketing is that messages are forwarded on to friends, family and social group who know the sender. Unlike junk mail, the receivers are happy to receive and forward any message among their friends. The positive word-of-mouth will allows marketers to tap into the community’s existing networks and spread not only the marketing message but also increase their purchase intention.
The main disadvantage is that IKEA limited their marketing communications through the social networks of Facebook only. I believe some of their target audience and brand loyalists are not the Facebook users yet, they definitely miss out the opportunities to reach them.
The other problem is that IKEA cannot control the users’ comment posted at Facebook, it can be either positive appraisal or negative sentiment about their company.
Source:http://viralmarketing4290.blogspot.com
The vital of successful viral marketing is that messages are forwarded on to friends, family and social group who know the sender. Unlike junk mail, the receivers are happy to receive and forward any message among their friends. The positive word-of-mouth will allows marketers to tap into the community’s existing networks and spread not only the marketing message but also increase their purchase intention.
The main disadvantage is that IKEA limited their marketing communications through the social networks of Facebook only. I believe some of their target audience and brand loyalists are not the Facebook users yet, they definitely miss out the opportunities to reach them.
The other problem is that IKEA cannot control the users’ comment posted at Facebook, it can be either positive appraisal or negative sentiment about their company.
Source:http://viralmarketing4290.blogspot.com
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