RE: UKNM: Viral Marketing

[James Westlake]

This brings back memories of the Milk "Watch Out Watch Out There's a

Humphrey About" sticker campaign in the 70's. Brings back memories of

unashamedly running after the milk float to blag extra stickers...


It worked then, and no surprises, still works now.


Adults don't do stickers; they name drop - a good wine, a good party, a good

event, a good film - we brand ourselves more verbally.



-----Original Message-----

From:

tim [dot] haywarddigitaljwt [dot] com

 [

tim [dot] haywarddigitaljwt [dot] com (mailto:tim [dot] haywarddigitaljwt [dot] com)

]

Sent: 04 September 2000 09:33

To:

uk-netmarketingchinwag [dot] com

Subject: UKNM: Viral Marketing



I saw the best bit of viral marketing imaginable at the weekend and it had

nothing to do with the internet. A kids product which I think is called

'Tiny

Pots' which is, as the more astute marketeers amongst you will have

realised, a

very small pot of yoghourt-like, dairy-style flavoured product.


The hook for the little addicts is the presence of 'Thomas and his

Friends' -a

sort of terribly British Pokemon- emblazoned on each tiny pot. The viral bit

was

that the label was designed as a removeable reuseable sticker.


As you may have gathered I spent some of this weekend with a borrowed child

(my

bi-yearly contraceptive weekend.... spend two days with the little fuckers

and

all thoughts of procreation disappear for six months). After I'd managed to

wet-wipe my way to Billy's face through layers of encrusted lunch I realised

that every one of his toys had been 'Branded' with a tiny-pots sticker (as

had

the dog, my partner and an entirely excrable bottle of Tesco Merlot).


This is staggering.


Can you imagine if we could make this work for adults?


T



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