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Title:

Physical Virality: How A Gnome Sparked An Online Frenzy

Your vote:
Yes No
Organizer:
Lindsay Yaw, Swarm Collective
Description:
How do you fuel the fire and create buzz for a successful social media campaign that people actually care about? With a Garden Gnome, of course. By generating physical human-to-human connection using a tangible object (like a gnome), learn how you can capitalize on the natural herd mentality of people wanting to be part of a fun, quirky movement to increase brand exposure, engagement and loyalty.
Questions
Answered:
  1. How does a physical object help fuel the virality of a given social media campaign?
  2. How do social endorsements improve metrics across the marketing funnel from awareness, messaging, trial, sales, and product referral?
  3. How can you use a product as a content vehicle?
  4. What is the “formula” or the “mechanics” of virality?
  5. What makes people participate in a campaign and care about its outcome?
  6. What is the middle ground between retaining control of a social media campaign while encouraging creativity?
  7. What types of technology help in spreading the stories of a social media movement?
  8. How can product endorsements be incorporated into a campaign without overkill?
  9. Why use a gnome for this physical viral experiment? What other objects could work?
  10. What types of companies/brands could benefit from this type of marketing?
Level:
Intermediate
Category:
Advertising, Branding / Marketing / Publicity, Content, Social Networking, Web Apps / Widgets
Type:
Panel
Event:
Interactive 2010
Lauren Cook
on 17/8/09
Would love to see this as a panel at SXSW! Combining something tangible with an online experience and how this can fuel a "word-of-mouth epidemic" is an intriguing concept! (But I might be bias...)
Diane Cook
on 17/8/09
Really an innovative idea which seems to have unleashed great energy. Would be a fun, informative panel. Definitely include!
Gillian Grefe
on 17/8/09
A social experiment with a gnome as the "lab rat"...this would be extremely fun to learn about, as well as easy to follow for those who are still learning about the affects of social media. I would love to see this at SXSW!
Taylor Dewey
on 17/8/09
Love it!
Grace Boyle
on 17/8/09
I think everyone could learn about using a 'tangible' object to help fuel the virality for a social media campaign. Great idea and story of course!
michelle fiddler
on 17/8/09
Great blend of social media and good old in-person word of mouth. Definitely want to hear more!
Andrea Hill
on 17/8/09
I totally thought this was about the travelocity brand...
Daniel Combs
on 17/8/09
This one's pretty cool--reminds me of the Stanley Cup visiting the winning team members all over the world.
Elaine Ellis
on 18/8/09
Would love to see this presentation. Love the creativity involved.
Graham Williams
on 20/8/09
Wish this one had been on the docket in previous shows. Have not seen enough attentnion given to the metrics associated with virality.
Jeremy Straight
on 20/8/09
Sounds like an informative, much needed presentation given the complexity of social media and how it is currently being used/misused in the corporate marketplace.
lindsay yaw
on 20/8/09
I wanted to tell you all who else is on the panel as well.
1. John Kim, VP of Pelago/Whrrl (www.whrrl.com), a really cool new story-telling app. @jkimlosangeles
2. Kaitlyn Wilkins, Senior Strategist with Ogilvy 360 Digital Influence Group. @catchuplady
3. Laurie Smithwick, Co-Founder of Kirtsy, owner of Leap Design. @upsideup

We hope you vote for us!!
Judson Rogers
on 25/8/09
sounds rad.
Kerri Yates
on 25/8/09
This would be extremely helpful.
Kendall Cieciuch
on 25/8/09
Fun idea! Very creative! Would love to see this presentation! Watch out Energizer Bunny.
Cindy mazzei
on 25/8/09
Loved it!
Free Games
on 2/11/09
Loving it!
iphone ringtone maker
on 7/11/09
Love it! Look forward to seeing this in the mix of options when I arrive in Austin!
MTS Converter
on 29/11/09
Looking forward to it. Great Panel.
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Developed for SXSW by Lindsey Simon