The Roots

Tipping Point marketing meets Popculture: German music magazin Spex has a cover-story this months about the new album from Philadelphia based HipHop Band „The Roots.“In the interview their head ?uestlove explains that the album titel „The Tipping Point“, which is lend from Malcom Gladwell’s groundbreaking book, is a reference to the band’s history and it’s upcoming breakthrough:“Ein Einziger genügt, um etwas vom Status eines Gerüchts zum Status eines Virus zu erheben. Sachen machen die Runde. Mit den Roots ist es diesebe Geschichte: Wir waren mal ein (…) Geheimtipp aus Philly. Unsere Story basiert auf Word-of-mouth.“

Von vm-people am 26. August 2004
in Allgemein


Currently a campaign for the game „Resident Evil Outbreak“, created by Capcom Europe gets a lot of attention not only among gamers but also in the marketing and advetising community. Called the „T-Virus“, a mobile phone virus was spread by e-mail and SMS across Europe by the recipients. Fortunately, all the virus does is leave a zombie ring tone on infected phones.

In his ClickZ column Sean Carton comments that the campaign „got a bit out of control and spread faster than anticipated“. He also states that campaigns such as „Capcom’s“ are both a clear warning of heavy-handed marketing’s unintended consequences and a glimpse of a possible future.

The discussion about the T-Virus campaign reveals one of the major concerns people have with Viral marketing. For most marketers being in control is still one of their prime principles. In my opinion control is a chimera in a marketing environment that is getting more and more complex, organic and connected every day. Viral campaigns work best if control is given away partly to the customers. Control-freaks obviously limit their risks, but concurrently they also limit their chances.

Get infected

Von vm-people am 25. August 2004
in Allgemein

Bullshit Marketing

Interesting example how a personal opinion can travel in the Age of the Blogosphere. Recently I read an article on Spiegel Online about the Driver-campaign which bothered me because the term Viral Marketing was used in a way I wouldn’t subscribe to.The article dealed with the practice of chatting up products on message boards, forums, chat rooms or even offline. A little annoyed I commented on this issue here in the vm-blog and labeled the growing use of shills „Bullshit Marketing“. Last week the term was picked up by the Süddeutsche Zeitung in an article called „Guerillerakampf im Chatroom“ that is questioning the ethics of this practice.No Bullshit: The Word of Mouth Marketing Association (WOMMA) are running a round table webinar looking at the surrounding issues, entitled Word-of-Mouth Ethics & Standards.
Read the article in the Süddeutsche Zeitung

Von vm-people am 19. August 2004
in Allgemein

Viral Marketing seminar in Copenhagen

Together with The Danish Marketing Association, our partner in Denmark GoViral, is arranging a Viral Marketing seminar in Copenhagen November 1st. 2004. The seminar will present latest know how, case studies and give a general introduction to the field of viral and buzz marketing.Among the speakers are Dr. Paul Marsden, co-founder of French buzz agency Spheeris, Claus Moseholm from GoViral and myself. For more info please contact Dansk Marketing Forum. The language at the seminar will be English only.
Get registered

Von vm-people am 16. August 2004
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“Skype is amazing. The Skype team boasts some of the world’s great corporate innovators and is the hottest viral marketing phenomenon since Hotmail,” said Tim Draper of Draper Fisher Jurvetson (DFJ) in a statement back in March.Skype users download a piece of free software on their  personal computer and then use their Internet connection for voice conversations with other Skype users.It’s true that Draper as Skype’s venture capitalist surely has a vested interest in promoting the service. But it’s also true that the service spreads like wildfire. Skype, launched August 29 2003, recently released Version 1.0 including SkypeOut a function which enables users to call their peers via landline.
Check out Skype

Von vm-people am 1. August 2004
in Allgemein