In this presentation, first performed in Paris at the Word of Mouth Marketing Conference, Mirko Pallera and Alex Giordano, founder of Ninja - the strategy & creative lab specialized in non conventional marketing and communication campaigns - give some of their insights of the new book about the Viral DNA of communication (coming out in english in 2010).

1. I’m Alex!
I’m Mirko!

2. we live here!

3. Yeah,
It’s a marketing
best seller!

4. This is a fake
cover!

5. Clan of Ninjas

7. presents

8. VIRAL-DNA ©
the chemistry of viral marketing

9. How to design
contagious viral marketing campaign?

11. Virality
=
Viral-DNA
x
Seeding

12. How to design Viral-DNA for a brand?

13. enjoyable / valuable

14. enjoyable: Diesel XXX

15. valuable: Nike Plus

16. But,
Think about the best viral things in the world...

17. GOD

19. SEX

21. MISTERY

23. LOVE

25. PETS

27. WAR

29. enjoyable or valuable?

30. Dove Evolution

31. meaningful
enjoable valuable

32. Dove Evolution gives voice to women

33. 1) meaning-ful

34. 2) emotions

35. VIRAL

36. IS ABOUT

37. SOCIAL SHARING

38. OF EMOTIONS

39. robert plutchik

40. which emotions are more viral?

41. joy
anger
sadness
fear
surprise
Kelly School of Business - Indiana

42. 3) chatarsis

44. Whopper Sacrifice

45. 4) psycho-social relevance

46. a) universal emotions

47. Susan Boyle

48. b) cultural identity

49. Still Free - Ecko

50. How to design
contagious viral marketing campaign?

51. You need to identify a psycho-social tension

52. You need to give voice to it!

53. Tension
EMOTION
Catharsis

54. Conclusions?

55. BRAND AS SENSE PROVIDER

56. SUPPORTING

57. A MEANINGFUL PROJECT

58. thanks a lot

59. be ninja.

60. Mirko Pallera & Alex Giordano
strategy & creative director I Ninja LAB
www.ninjalab.it