MSN, SBI Cards & Lenovo

The Objective

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

The Solution

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

The Creative Route

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

The Results

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