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《Ebook Manifesto - The New Rules of Viral Marketing - GeeKai》.pdf
The New Rules of Viral Marketing:
How Word-of-Mouse
Spreads Your Ideas for Free
By David Meerman Scott
Info /33
The New Rules of Viral Marketing
Imagine you’re the head of marketing at a theme park, and you’re charged with announcing
a major new attraction. What would you do?
Well, the old rules of marketing suggest that you pull out your wallet. You’d probably spend
millions to buy your way into people’s minds, interrupting them with TV spots, billboards by the
side of the highway, and other “creative” Madison Avenue advertising techniques. You’d also
hire a big PR agency, who would beg the media to write about your attraction. The traditional PR
approach requires a self-congratulatory press release replete with company muckety-mucks
claiming that the new attraction will bring about world peace by bringing families closer together.
That’s not what Cindy Gordon, vice president of new media and marketing partnerships at
Universal Orlando Resort, did when she launched The Wizarding World of Harry Potter.
Other large entertainment companies would have spent millions of dollars to interrupt everyone
in the country with old-rules approaches: Super Bowl TV ads, blimps, direct mail, and magazine
ads. Instead, Gordon told just seven people about the new attraction.
And those seven people told tens of thousands.
Then mainstream media listened to those tens of thousands and wrote about the news in their
newspaper and magazine articles, in TV and radio reports, and in blog posts. Gordon estimates
that 350 million people around the world heard the news that Universal Orlando Resort was
creating The Wizarding World of Harry Potter theme park.
All by telling just seven people.
Info /33
When 7 = 350,000,000
Recognizing that millions of fans around the world are passionate about all thi
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