Download Summary – Viral Marketing: Trojan Games

Summary – Viral Marketing: Trojan Games
This video is shown to demonstrate the large appeal that sex and humor can
have when properly combined.
The Trojan campaign was produced without the benefit of social media. The
campaign had to rely on the old version of social media – namely Word of
Mouth, It is still very popular, even though it was produced in 2003.
TXI expects to make great use of Viral Marketing1. This concept currently relies
heavily on social media, which is explained in much further detail in ‘The New
Internet – Video Sharing and Social Media. Needless to say, a cleverly and
professionally-designed Video campaign (with our URL imbedded), carefully
intertwined, seeded and promoted through every viable social media channel,
should induce viewers to direct action.
As well, TXI’s marketing endeavors have the possibility of translating into
direct and immediate sales, primarily because we will be marketing an online
service – online!
We have carefully researched video viewing statistics to illustrate how clear,
precise and interesting subject matter, as well as a dose of humor, can make all
the difference between moderate to tremendous success, in terms of Viral
Marketing.
This Trojan brand video series was created by The Viral Factory and
commissioned by Trojan Condoms to create a buzz around their UK launch.
The video and website spoof for a series of fictional events called the Trojan
1
Viral marketing and viral advertising are buzzwords referring to marketing techniques
that use pre-existing social networks to produce increases in brand awareness or to achieve
other marketing objectives (such as product sales), through self-replicating viral processes,
analogous to the spread of biological virus or computer viruses. It can be delivered by word
of mouth or enhanced by the network effects of the Internet.[1] Viral promotions may take the
form of video clips, interactive Flash games, advergames, ebooks, brandable software,
images, or even text messages and ‘Internet messenger’ services.
The definition of viral marketing or viral advertising is promoting information or products
that customers are compelled to give to friends, colleagues and family. By definition viral
marketing is a way to promote a service or product exponentially.
Games was created with ‘made-up Olympic sports’ of an adult nature. Each
viral clip was embedded in the Trojan Games website, creating an effect by
driving viewers to the site. In Nov 2006, The Viral Factory, collated page
impression figures from websites, such as YouTube and Google Videos.
They determined that this video, from its launch in 2003, up to November 2006,
had been viewed 300 million times2 (without the benefit of social media). It has
currently had more than double that number.
2
In 2003, in order to launch Trojan in the United Kingdom, a humorous fake official web site
for the so-called Trojan Games was created. The Trojan Games were supposedly an
international sporting event similar to the National Debate Tournament and taking place in
Austin, TX. The sports were based on sexual performance. As of Nov 2006 the various
"Trojan Games" videos have been viewed 300 million times. Source: Wikipedia