04/20/2007
Viral Marketing: The Great Turtle Race
Tip of the hat to Sandy for sending me The Great Turtle Race. This campaign, which supports efforts to protect the endangered leatherback turtle, chronicles the turtles' annual migration from Costa Rica to the Galapagos Islands.Remember the five Cs of viral marketing? The Great Turtle Race hits on all five. It has the cornerstone pieces of a compelling message, the cause to save the turtles, and an engaged community. And then they successfully weave together the three elements that make viral marketing buzz: contest, comedy and charity.
Contest: the migration is cast as a race, and you can follow your chosen turtle. They'll even email you updates. Go Genevieve!
Comedy: Amusing profiles of the turtles, "live action" commentary and leaderboard with host Mr. Leatherback. The turtles even have MySpace pages.
Charity: There's plenty of information about the cause on the site, at all levels, kids to adult, and an easy way to donate. Why wouldn't you?
All in all, a great viral marketing effort. Kudos to all involved.
Tags: great turtle race, leatherback, leatherback turtle, viral marketing
Posted @ 8:04AM in Viral Marketing
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Comments
You left out the "Fourth C" of viral marketing: Colbert.
Once the Colbert Nation inserts its viral-chasing vigor into the fray, look out. 'The Colbert Report' has become the Digg of cable television.
Interesting how the definition of viral marketing differs in this environment. "Viral" refers to promotion of something carried along with a given promotion, like a parasite, in Internet affiliate marketing, rather than merely spread by virtue of social interest. It is the process of getting others to distribute your material and like it, but to your benefit...
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The Colbert Report has become the Digg of cable television. - Ike Pigott Share This ... [Read More]