Types of Marketing Campaigns: Definitions

Viral Marketing

"A technique that uses pre-existing social networks to produce increases in brand awareness through self-replicating viral processes."

Basically, word-of-mouth discussion of a product or brand that creates a snowball effect;

"It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like."

Effectively, viral marketing campaigns use and manipulate natural human behaviour to the institutions advantage. It also incorporates the idea that any publicity is good publicity.

Guerrilla Marketing

"An unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets."

Stealth Marketing


Alternate Reality Game

Topic Area: Advertising

After reading through the topic sections in the pack I've decided that the area that I am most interested in researching is advertising; specifically focussing on newer forms of advertising including viral, stealth and teaser marketing campaigns.

This focus allows me to discuss modern forms of advertising/marketing which are prevalant at this time. There are many examples of this topic available to research and use as case studies, however I am unsure if it is a subject that has been widely discussed or researched previously. There is no information on it in the pack provided, so further research into the subject is needed in order to validate the relevance and value in researching this topic.

Following are some possible questions that I'll consider for my research focus:

• "How effective are alternate marketing campaigns at creating hype/interest for a product?"
• "How are the advancements in technology and consumer habits influencing the advertisement medium?"
• "In what ways are institutions using modern marketing campaigns to advertise their product?"
• "To what extent do viral/stealth/teaser advertising campaigns reduce institutions hold over consumer choice?"

Following is a collection of possible case studies for this topic:

• Cloverfield (2008); film, teaser/viral marketing campaign, internet used heavily in promotion, 'drip-drip' of information
• Year Zero - Nine Inch Nails (2008); album, alternate reality game, viral marketing campaign
• Gorilla - Cadbury's Dairy Milk (2007); widespread internet popularisation
• 28 Weeks Later (2007); film, viral advertising, stealth aspects, unusual campaign
• Omen (2006); teaser campaign (TV)
• Subservient Chicken - Burger King (2004); interactive viral marketing campaign, popular yet unsuccesful at promoting product
• The Blair Witch Project (1999); film, viral marketing campaign, internet used heavily in promotion