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1、TheNewRulesofViralMarketing:HowWord-of-MouseSpreadsYourIdeasforFreeByDavidMeermanScottInfo/33TheNewRulesofViralMarketingImagineyou’retheheadofmarketingatathemepark,andyou’rechargedwithannouncingamajornewattraction.Whatwouldyoudo?Well,theoldrulesofmarketingsuggestth
2、atyoupulloutyourwallet.You’dprobablyspendmillionstobuyyourwayintopeople’sminds,interruptingthemwithTVspots,billboardsbythesideofthehighway,andother“creative”MadisonAvenueadvertisingtechniques.You’dalsohireabigPRagency,whowouldbegthemediatowriteaboutyourattraction.Th
3、etraditionalPRapproachrequiresaself-congratulatorypressreleaserepletewithcompanymuckety-mucksclaimingthatthenewattractionwillbringaboutworldpeacebybringingfamiliesclosertogether.That’snotwhatCindyGordon,vicepresidentofnewmediaandmarketingpartnershipsatUniversalOrlan
4、doResort,didwhenshelaunchedTheWizardingWorldofHarryPotter.Otherlargeentertainmentcompanieswouldhavespentmillionsofdollarstointerrupteveryoneinthecountrywithold-rulesapproaches:SuperBowlTVads,blimps,directmail,andmagazineads.Instead,Gordontoldjustsevenpeopleaboutthen
5、ewattraction.Andthosesevenpeopletoldtensofthousands.Thenmainstreammedialistenedtothosetensofthousandsandwroteaboutthenewsintheirnewspaperandmagazinearticles,inTVandradioreports,andinblogposts.Gordonestimatesthat350millionpeoplearoundtheworldheardthenewsthatUniversal
6、OrlandoResortwascreatingTheWizardingWorldofHarryPotterthemepark.Allbytellingjustsevenpeople.Info/33When7=350,000,000RecognizingthatmillionsoffansaroundtheworldarepassionateaboutallthingsHarryPotter,Gordonknewshecouldrelyonword-of-mousetospreadherstory.Afterall,Harr
7、yisaglobalphenomenon.TheseriesofbooksbyauthorJ.K.Rowlinghasbeentranslatedintosixty-fivelanguagesandhassoldmorethan325millioncopiesinmorethan200territoriesaroundtheworld.Thefilms,producedbyWarnerBros.Pictures,havegrossed$3.5billionworldwideattheboxoffice.Gordonandher
8、counterpartatWarnerBros.chosetolaunchTheWizardingWorldofHarryPotterbyfirsttellingtheexcitingnewstoaverysmallgroupofrabidfans.Sevenpeopleat
