MSN, SBI Cards, & Lenovo




To use viral marketing to communicate new product launches/ offers
Lenovo Audio DJ Laptops Build excitement about the new product feature (Audio DJ) that allows your laptop to
double up as a music system & lets you listen to music even if the laptop is not booted
MSN - Cool Hotmail The new mail offering allows personalized email ids that are created around place or origin
(eg, xyz@lokhandwala.com), likes (eg abc@bhangrarocks.com), dislikes (activities, people), attitudes (towards life, women, men, sex, love eg pqr@ilovechicks.com)
SBI Cards - Price-Less Challenge A new offer that gave brilliant deals on prices much below the MRP & at 0%
interest EMI’s only for SBI cardholders



For each of the above launches, viral marketing was chosen as one of the primary routes, apart from regular
online advertising.



A story was built around each product that was humorous/ edgy & involving. This translated into a viral flash film
that could be forwarded to friends. These were primarily seeded through EDMs to the client database.



Lenovo: 50,000 views, 10,000 forwards
MSN: 20,000 views each, 5,000 forwards
SBI Cards: 35000 views, 1200 forwards