viral campaign „bunnies at home“

VIRAL CAMPAIGN „BUNNIES AT HOME“
 The first Playboy Video, that can be interactively modified in real time.
 For this purpose, the user uploads his or a friend’s name plus photo and mails
the video to his friends.
 The story: Playmate Daniela Wolf (Miss January 2007) together with guest
Playmate Daniela Vidas (Miss January 2006) shows the viewer around her
designer villa and talks about her “boyfriend”.
 In the video the name and photo of the boyfriend (user) appear as oversized
lettering, tatoo on exposed body parts of the Playmates or photo in a picture
frames. He is everywhere around the house.
13. Juli 2009
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SCHEDULE
 13. Juli 2009
Via playboy.de or direct URL bunnies.playboy.de a film can be obtained, in which
two Playmates invite the user/viewer to participate. Here: text input of once own
name.
2
SCHEDULE
 13. Juli 2009
Via real time technology the name is immediately integrated into the running
film.
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SCHEDULE
 13. Juli 2009
The user’s photo will be optimized in quality and uploaded.
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SCHEDULE
 13. Juli 2009
At the end of the film, the personalised video can be mailed to a friend (easy optin prozess, i.e. the sender receives an e-mail which he needs to confirm in order
to send it to the actual recipient).
5
SCHEDULE
 13. Juli 2009
The recipient receives an e-mail with a fake Playboy cover and a link to the film.
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SCHEDULE
 13. Juli 2009
Following the link, the recipient lands on an also faked and personalised
Playboy Website.
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SCHEDULE
 13. Juli 2009
The here played video is an allegedly visit of a camera team to Playmate
Daniela’s home and shows personalised content of the sender.
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SCHEDULE
13. Juli 2009
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RESULT
Homepage Playboy / Landingpage
 Direct access during the campaign
(total):
1.601.999
 Created personalised videos:
approx. 317.000
 Indirect visits coming from social
networks as Facebook: more than
3.5 million
 Up to 1.7 terabyte data traffic weekly
As of September 2009
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VIRAL MARKETING STRATEGY
Image / Traffic
Social media interaction
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IMPLEMENTATION
Homepage Playboy
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IMPLEMENTATION
Press release (example)
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IMPLEMENTATION
Viral Seeding
 Upload on 10 video portals including Big Seed*
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IMPLEMENTATION
Viral Seeding
 Notes to the community network / video answers
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RESULTS
Blog marketing
 Text reviews on different blogs
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RESULTS
Blog marketing
 Text reviews on different blogs
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RESULTS
Blog marketing
 Wikio / Technorati / News-Reader
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RESULTS
User generated content
 International Blogs / videos in blogs
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RESULTS
User generated content
 International Blogs / videos in blogs
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RESULTS
Viral seeding
 External websites that link to the video on youtube.com
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