Using customer communication network for spreading word about a business is the most effective way. In this case emotions play the key role for driving share. Milkman and Berger (2011) found that content went viral when:
- It covered positive topics and had positive issues.
- Brought emotions to mind such as joy, anger, fear
- It was useful
Example of – Chipotle Mexican Grill and Moonbot Studios for The Scarecrow animated short film and mobile game for increasing awareness of people towards a food that is waste. This successful viral marketing campaign helps to support that mission.
In the film scarecrow instead of protecting food against crows they protect something which people call food. Here the main problem is crow. The more one knows from where or how the food is made, the more one concern about not harmful food. Crow Food Incorporated does food production for whole world and staff their factory with scarecrows who live in nearby farms. But when one demoralized scarecrow returns back home after hard working day, he picks up red pepper and everything became bright for him. He harvests more fresh vegetables, goes to city and opens a burrito stand.
The mobile game enables users to cultivate better world by replanting the fields and transporting animals from confinement to open pasture. After 2 weeks of uploading the video on YouTube in 2013 there were 6.5 million views and 500,000 downloads within six weeks of landing in Apple’s App Store.
At current time there is 15 million views in YouTube and untold number of downloads.
Here conversion increases when people download mobile game. Every time when playing the game users start thinking about Chipotle, which increases awareness.
“At Chipotle, our mission is to change the way people think about and eat fast food. ” Steve Ells (Chipotle founder)
You can read or download my Digital Marketing Essentials assignment in Academia.edu.