Buzz Marketing
CAMPARI HOTEL
The new idea of Campari is very original. Indeed, the famous brand of wines has decided to create a “Charm” online hotel called Campari hotel. It is also a perfect example of viral & buzz marketing. The notion of network is here very IMPORTANT.
The theme of the Hotel Campari website is of a raunchy hotel. Purely for research purposes of course, I browsed around the site. It is a Flash-driven website with sensual music and a lot of interactivity (mainly involving the opening of doors). The campaign and website features the lovely Salma Hayek too.
To complement the website, MRM developed a social network campaign based on youtube, myspace, flickr and many more. The MySpace profile features the same soft porn music as the Hotel Campari website - and is fronted by a "28 years old" female from Milano in Italy, called "Red Passion". Her interests include "Photography, movies, traveling..." and she is a fan of the movie Eyes Wide Shut. She is on MySpace for "Dating, Friends" and lists her orientation as "Not Sure". There are also some, ahem, photos of her that adorn the MySpace page. All of this of course is a fake profile, but I guess the casual MySpace user might think it's real should they come across it (especially ever hopeful teenage boys). As for the Flickr site, it has a lot of photos and once again comes across as a real person's Flickr site (well, a real person who lives the high life in Italy that is!). The YouTube profile features some videos from the campaign, prompting one YouTube user to comment: "masks are cool". You get the picture.
CAMPARI HOTEL
The new idea of Campari is very original. Indeed, the famous brand of wines has decided to create a “Charm” online hotel called Campari hotel. It is also a perfect example of viral & buzz marketing. The notion of network is here very IMPORTANT.
The theme of the Hotel Campari website is of a raunchy hotel. Purely for research purposes of course, I browsed around the site. It is a Flash-driven website with sensual music and a lot of interactivity (mainly involving the opening of doors). The campaign and website features the lovely Salma Hayek too.
To complement the website, MRM developed a social network campaign based on youtube, myspace, flickr and many more. The MySpace profile features the same soft porn music as the Hotel Campari website - and is fronted by a "28 years old" female from Milano in Italy, called "Red Passion". Her interests include "Photography, movies, traveling..." and she is a fan of the movie Eyes Wide Shut. She is on MySpace for "Dating, Friends" and lists her orientation as "Not Sure". There are also some, ahem, photos of her that adorn the MySpace page. All of this of course is a fake profile, but I guess the casual MySpace user might think it's real should they come across it (especially ever hopeful teenage boys). As for the Flickr site, it has a lot of photos and once again comes across as a real person's Flickr site (well, a real person who lives the high life in Italy that is!). The YouTube profile features some videos from the campaign, prompting one YouTube user to comment: "masks are cool". You get the picture.
As a conclusion, the results of the social networks campaign have been very good. The Hotel Campari website got 170,000 views. For the social network sites, they got more than 3,000 "friends" and 2,500 comments across the sites. The number of views across the social network sites is currently around 92,000.All up, 13.5% of the total traffic to Hotel Campari was thanks to the social networking sites.
posted by Hugues at 7:22 PM
0 Comments:
Post a Comment
<< Home