WOMMA's Womnibus #2.24
- New to WOM? WOMBAT 2007 is the Place to Start
- Ikea Customers Make Beds, Vie for Video Prize
- Careerbuilder Ages-o-Matic's Viral Aspirations
- Kleenex's WOM Venture: Curb-Side Therapy
- Briefly:
Brands Tap CGM Video, WOM Ethics in Action
 Tell a friend: http://www.womma.org/tell/
1> New to WOM? WOMBAT 2007
is the Place to Start
If word of mouth marketing is something you've been itching to try, you need to attend WOMMA's Word of Mouth Basic Training (WOMBAT) event, April 17-18 in New Orleans. Get the tools you need, then dig in and get started.
WOMBAT has tons to offer the word of mouth novice, including:
* Real Case Studies: See how other companies used word of mouth to meet their marketing objectives, from start to finish.
* Practical "How-To" Instructions: Tactical information and hands-on advice. Find out how to get your word of mouth activities off the ground.
* Useful Tips and Techniques: Word of mouth marketing encompasses a wide spectrum of techniques. Find out from the experts what's out there and which techniques will best meet your needs.
* Intense Networking: One of the best ways to generate ideas is by picking the brains of savvy marketers who've been through the process and who get what you do.
You already know that word of mouth is the most powerful tool; now, figure out how to make it work for you.
Sign up today
2> Ikea Customers Make Beds,
Vie for Video Prize
Ikea isn't treating its cache of consumer-generated videos like advertisements or PR, nor is it asking consumers to act as a pseudo marketing department. With the help of consumer-generated video network Shycast, Ikea is using the CGM model instead for good, old fashioned customer promotions.
So, what makes this different from other consumer-generated media efforts? Ikea's promo is simple: It features a contest and a prize without using the consumer-generated videos as advertising. Ikea is hosting a competition asking participants to make a video which breaks the rules of how to make a bed. The winner of "best video" wins a $5,000 prize, and Ikea wins a pool of eager evangelists who are willing to publicly endorse the Ikea brand.
Learn more (MediaPost)
Learn more (TechCrunch)
3> Careerbuilder Age-o-Matic's
Viral Aspirations
In a move to replicate the past success of its Monk-e-Mail viral smash, which prompted more than 12 million people to pass along talking-chimpanzee messages, Careerbuilder launched its Ago-o-Matic campaign last month. The Age-o-Matic site allows users to upload photos, rate the heinous conditions of their work environment, and see what they'll look like in 2057 if they keep it up.
The not-so-subtle message the campaign conveys is that there should be more to a job than "surviving the work week," and that putting in time at a thankless job will age you -- a message the company is hoping will prompt viewers to head on over to Careerbuilder.com to look for a new job. Of course, once users have created a much-aged and "crusty" version of themselves, they can forward the image -- along with a personalized, spoken message -- to a friend, hopefully replicating the viral wildfire that sparked Monk-e-Mail's success.
Learn more (Career Builder)
Learn more (Wall Street Journal)
4> Kleenex's WOM Venture:
Curb-Side Therapy
In a recent campaign, Kimberly-Clark's Kleenex brand is featured in sometimes funny, sometimes touching "drive-by therapy" sessions. People walking on the street are invited to join a Kleenex spokesperson on a distinctively vibrant blue couch (which was transported to various curb-side locations) to "let it out."
In the resulting commercials, participants are shown crying, weeping, sobbing, tearing up, and wailing their way through personal anecdotes. Of course, a ready supply of Kleenex facial tissues is there to dry the eyes of those who choose to "let it out." The commercials drive viewers to the campaign's accompanying website, www.letitout.com, where users can create an account and share videos, photos, and stories, then comment on each others' posts, creating a community ripe with word of mouth opportunity -- all in the spirit of letting it out.
Learn more
5> Briefly:
Brands Tap CGM Video,
WOM Ethics in Action
Consumer-Generated Video Reels in the Brands
PopularMedia's Jim Calhoun on Ethical WOM Marketing
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