1
Creative material – the ‘viral agent’. This includes the creative message or offer and
how it is spread (text, image, video).
2
Seeding. Identifying websites, blogs or people to send email to start the virus spreading.
3
Tracking. To monitor the effect, to assess the return from the cost of developing the
viral agent and seeding.
With the widespread adoption of high- speed broadband in many countries, rich media experi-
ences are increasingly used to engage customers with the hope they will have a ‘viral effect’, i.e.
they will be discussed online or offline and more people will become aware of or interact with
the brand campaign.
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