Three Fundamental Keys to Successful Viral Marketing Over Mobile Phones
Viral mobile advertising is booming, especially among teenagers. A Journal of Advertising Research study makes three important discoveries for this key demographic group. Male teens are more likely to “buzz” (or pass on) a viral campaign on their mobile phones if they value feeling connected to their peers, use their mobile phones as a means to express their personality, and are already loyal to the brand. This makes viral mobile marketing particularly useful for “brand stretching” (promoting a new product with a current brand).
Take aways
- Teenagers are a lucrative target group for mobile viral campaigns because they
- are very active mobile phone users,
- feel a strong personal attachment to their phone,
- find it important to stay connected with their peers.
- Teens who perceive loyalty and commitment to a brand a more willing to “buzz” a campaign for that particular brand. Therefore, mobile viral campaign can be a powerful tool in the context of brand stretching (promoting a new product with a current brand).
- Mobile viral campaign can be effective in spreading “buzz” even when teens are not that interested in the advertised brand.
Study information
The question?
Which factors affect young consumers’ willingness to “buzz” a mobile-based viral campaigns?
Who?
1705 males between 13 and 18 years
Where?
Japan
How?
A viral mobile phone campaign was created for a new men’s hairstyling wax. Teens were encouraged to request a sample of hairstyling wax, try it, and take pictures of their own hairstyles and use MMS to send them to a contest website. Then, they were asked to “buzz” the campaign to their friends. If a friend participated in the photo contest as well, they received a coupon for a free music download. After the mobile viral campaign ended, participants were invited to take a survey.
Facts and findings
- Male teenagers who feel their personality is reflected by their mobile phone are the most likely to “buzz” a viral mobile phone campaign to their friends.
- Brand loyalty and interest in being connected with peers also increased the likelihood of “buzzing”.
- Teen males are willing to “buzz” with a mobile phone even when they are not loyal to the particular brand, however they are unwilling to do so face-to-face without a strong commitment to the brand.