Viral Marketing for Tourism and The Spoon Model

Viral marketing is essentially the “word of mouth” spread of a marketing message by an organisation through the use of some sort of media – typically it is shared through online social media such as You Tube, Facebook or Twitter, but it could also be text messages or email.  Using video or something interactive is the most common vehicle for the campaign and it must be entertaining.  It will be targeted at a particular market who are likely to share it with others because of it’s amusement value (not because of the brand or message).

Developing the right viral campaign is a bit of an art because you have to be careful not to make it too manufactured, it needs to be genuinely funny and the brand or message involved has to be visible but not dominating – potentially the more outrageous and cheeky it is the more success you will have. People will either love it or hate it – but that’s OK, so long as it gets exposure.

How can tourism use it? Very creatively hopefully!   This is a superb way to create interest in a destination or particular tourism product in a different and memorable way.  A couple of current examples of viral marketing campaigns for New Zealand tourism organisations are:

Air New Zealand – Who Would You Spoon?

A funny video featuring comedian Di Henwood with the campaign centred on the Air New Zeland Facebook page. They have even produced a Facebook application for the spooning campaign so fans can select some of their friends to spoon and enter a competition to win a weekend away…the marketing message for this campaign?  It’s all about their new Economy Skycouch which allows passengers to lie down during flight to sleep, and presumably spoon if travelling with a close friend…



Destination Northland – Northland For Dummies Aussies

A clever couple of videos have been produced and placed on YouTube with the star of the show being the likeable Bazza from Oz.  Targeted at Australians to visit Northland, these 2 videos (A language Guide and an Outdoor Guide) are being spread virally through You Tube, Facebook and Twitter.  Bazza has his own Facebook page and Twitter account so you can follow his travels through Northland.






Special Thanks to Michelle Ackers : Marketing & Sales Manager for Salt Air, Owner of ADEPT Marketing & Founder of the Tourism Industry Blog.

The Spoon Model

The Spoon Model. Simple, cheap, and incredibly effective, it is a pattern for word of mouth marketing and viral campaigns that I’ve been developing since first utilizing it for the USB Absinthe Spoon. It’s simple: create a cool product, then launch a contest where people are invited to tell you why they deserve one for free. Create an “Offer Page”, where viewers can submit their entries in a blog-comment fashion for everyone to see. (Less than 24 hours after the USB Absinthe Spoon offer page launch, there were almost 500 submissions – that’s 500 free, user-generated, word of mouth advertisements about how cool the product is.) Then, give the product away free to those users who are the most creative and seem the most likely to be Product Evangelists. They’re easy to spot by their awesome blogs and entertaining creativity.

I’ve since further developed and refined this model, and I’m now at a place with it where I have something I can share (and I’d love to hear your feedback).

The Spoon Model comes in 3 parts, or phases: the Big Seed, the Offer, and the Aftershock. The Big Seed is the most difficult, and the Aftershock is the most rewarding. The real key to the entire model is targeting and appealing to those social media users that are the most engaged in the process of actually creating, defined in Forester’s Social Technographics report as the “creator set” (bloggers are the most obvious examples of this group, but heavy Flickr and YouTube users are also creators).

The Big Seed

Even the most contagious of viral campaigns cannot sustain a transmission rate over 1.0 for very long, so the trick is to kick off every WOMM campaign with a “Big Seed.” By spreading the message far and wide by hand at the launch and attempting to secure as big of an initial “seeding” as possible, we can maximize the number of people who’ll see the creative. Social news websites like Digg and del.icio.us, as well as high-traffic blogs, are the perfect places to launch a Spoon Model campaign, because they are not only popular enough to be considered a Big Seed, but also, the viewers are typically more engaged social media users, and are more likely than the average web user to spread a viral message. However you choose to seed your campaign, you should link it to the next part of the Spoon Model, the Offer.

The Offer

The Spoon Model doesn’t take a lot of words to explain, and it doesn’t take a ton of time for a user to participate in or share. The idea is simple: tell us why you deserve a product, and we’ll give you one for free. Using the well-known product-giveaway model as a structure and inserting different products (which are hopefully somewhat unique and novel) means that the Spoon Model is a new twist on an old setup.

The invitation to public expression (don’t just tell us, tell the entire world why you deserve to win free stuff), along with the aspirational nature of a contest and a free prize, encourages people to strive to succeed and stimulates the word of mouth effect. Hopefully the product itself is also empowering in some way and the description of it on the offer emphasizes this.

There is an exhibitionist and voyeuristic edge to the pile of offer requests that develops in the first few days of a successful Spoon Model campaign. People can read, write and even respond to the endless comments that appear. Visiting the offer page becomes an exercise in social interaction, all focused around the experience of the product, and usually all glowingly positive (since everyone wants to win).

The Spoon Model also makes a direct appeal to most of the major social media user profiles (as defined in Social Technographics) and levels of engagement.

Creators, as well as critics, will have a field day crafting more and more creative and sometimes outrageous responses to the offer; Creators will also likely blog about the offer (especially if they’ve contributed in the comments section). Creator-level users are the best candidates for winners, since they will likely be the most fervent about creating content and buzz after the contest is over.

Social bookmarking links should be included on the offer page (as they should be included on most marketing efforts these days), and Collectors are likely to use these links, both during the contest and afterwards, if they’re selected as winners. Accounts should be set up at various social bookmark and media sites with pictures or videos of the product, and links about it, using one or a few tags that specifically relate to the product. Then the winners of the contest should be encouraged to contribute their media to these sites using the specific tags.

The pile of submissions to the contest will provide hours of glowingly positive user-generated ads for the spectator-level social media users to read through, and since it’s all user-generated, viewers will be much more likely to trust it.

The Aftershock


Hopefully, what we’ve done by drawing heavy social media users to the offer, engaging every level of social media interaction, and then putting our product in the hands of the best creators who ask for it, is to create a group of customer evangelists. If the product is good, the bloggers and other creators who’ve gotten a free one will be inclined to do what they do best: blog and talk about your product (and here’s your word of mouth advertising). We should encourage the winners to post pictures of how they use the product, and videos as well, to places like Flickr and YouTube (complete with the product-specific tags that we started on our own accounts on these sites). Each winner has the potential to (and being from the Creator set, it’s highly likely that they will) become a seed for an entirely new wave of the WOMM campaign.

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Viral Marketing for Tourism and The Spoon Model
Viral Marketing for Tourism and The Spoon Model
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