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Levinator25 Vs Ea Sports

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Cyrille CHAUDOIT
Cyrille CHAUDOIT

EA Sports' buzz with Tiger Woods PGA Tour 09 : analysis of a success story (by Cyrille Chaudoit - www.veille2com.com)

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It’s in the buzz ! analysis of a success story
Bryan LEVI aka levinator25 Age : 21
Bryan LEVI aka levinator25 Age : 21
Bryan LEVI aka levinator25 Age : 21 only 11 videos added on Youtube !
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last video added = 4 months ago
EA SPORTS (Electronic Arts) Age : 26 Tiger WOODS (Eldrick WOODS) Age : 32
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28th august 2008
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EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
30/08/2007 19/08/ 2008
30/08/2007 19/08/ 2008
30/08/2007 19/08/ 2008
1 year 30/08/2007 19/08/ 2008
??response?? ? 30/08/2007 19/08/ 2008
not really high bandwidth 30/08/2007 19/08/ 2008
opportunism ? 30/08/2007 19/08/ 2008
28th august 2008
19/08/ 2008 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
19/08/ 2008 21/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
19/08/ 2008 21/08/ 2008 23/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
as a result
spread feedback spread feedback feedback spread feedback
>> video added : 19/08/08 >> 21/08/08 (Google cached) 183.923 views 9 video responses 407 text comments
>> video added : 19/08/08 >> 21/08/08 (Google cached) 183.923 views 9 video responses 407 text comments >> 27/08/08 1.383.113 views (x7,5) 42 video responses (x5) 2.191 text comments (x5)
>> 0 comment >> 0 comment 19/08/08 ? 26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. : ea youtube "tiger woods"
http:// www.viralvideochart.com / youtube /tiger_woods_09__walk_on_water?id=FZ1st1Vw2kY 434 blog posts another metric :
Bryan LEVI aka levinator25 what about ?
>> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views
>> 27/08/08 422.449 views >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views
conclusions
1. viral is not dead (yet ?)
2. CGM = source of inspiration for a growing part of advertisers
2. CGM = source of inspiration for a growing part of advertisers http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0 Added 18/08/08 1,047,891 views 802 comments 2. CGM = source of inspiration for a growing part of advertisers
http:// www.youtube.com / watch ?v=muP9eH2p2PI Added 18/08/08 12,441,549 views 56,545 comments 2. CGM = source of inspiration for a growing part of advertisers
(…) 2. CGM = source of inspiration for a growing part of advertisers
3. EA SPORTS’ example shows how a viral video should be considered as a ??starting point?? for a wider campaign … not as a one shot
… despite a decrease of the audience for the 2 other videos http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382
4. CGM + Advertisers = ??win-win??
+ PR Tiger Woods PGA Tour 08’ glitch 28th august 2008 30th august 2007 Tiger Woods PGA Tour 09’ LAUNCH EA SPORTS’ awarness EA SPORTS’ campaign BUZZ
>> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views >> 27/08/08 422.449 views Bryan LEVI aka levinator25 x 8 >> 18/08/08 (source L.A. TIMES) 50.000 views
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5. Tiger Woods 迟辞辞…
??Tiger Woods?? : Tiger really can walk on water and hit a golf ball ??It's not a glitch. He's just that good??
6. EA Sports grabs sympathy
most of comments are enthusiastic ??Un bad buzz devenu good buzz gr?ce à la réactivité de la marque et son ouverture d’esprit?? ??Pretty brilliant, if you care for my opinion?? ??Nice move, EA!?? ??Good job EA?? ??I don't think I'd like the game and I certainly don't want to support EA sports, but the ad is just that good?? ??EA just gained some points in my book?? ??This is a great marketing strategy??
despite few doubts Darren 6 days ago ??I assumed that the whole thing was set up. That the 'Levinator25' video was manufactured, and the subsequent ad created as a response to it. That said, Levinator25 has been on YouTube for over a year, apparently. Mind you, EA could probably convince YouTube to manufacture an 'old' user account with enough cash.?? ??Simply awesome, but it is only a matter of time before someone gets upset because they think Tiger Woods is saying that he is on par with Jesus.??
7. last but not least…
hope that EA monitored its buzz with a company like Scanblog ;) note : I made this stuff on my own, not with Scanblog’s buzz-monitoring tool cause we didn’t know about this viral video before it was launched. To be efficient has a monitoring process we have to plug our software before the campaign. Just in case… ;)

More Related Content

Levinator25 Vs Ea Sports

  • 1. It’s in the buzz ! analysis of a success story
  • 2. Bryan LEVI aka levinator25 Age : 21
  • 3. Bryan LEVI aka levinator25 Age : 21
  • 4. Bryan LEVI aka levinator25 Age : 21 only 11 videos added on Youtube !
  • 5. ?
  • 6. last video added = 4 months ago
  • 7. EA SPORTS (Electronic Arts) Age : 26 Tiger WOODS (Eldrick WOODS) Age : 32
  • 8. +
  • 9. =
  • 10. ?
  • 11. &
  • 13. ?
  • 14. EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
  • 15. EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
  • 19. 1 year 30/08/2007 19/08/ 2008
  • 21. not really high bandwidth 30/08/2007 19/08/ 2008
  • 24. 19/08/ 2008 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 25. 19/08/ 2008 21/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 26. 19/08/ 2008 21/08/ 2008 23/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 28. spread feedback spread feedback feedback spread feedback
  • 29. >> video added : 19/08/08 >> 21/08/08 (Google cached) 183.923 views 9 video responses 407 text comments
  • 30. >> video added : 19/08/08 >> 21/08/08 (Google cached) 183.923 views 9 video responses 407 text comments >> 27/08/08 1.383.113 views (x7,5) 42 video responses (x5) 2.191 text comments (x5)
  • 31. >> 0 comment >> 0 comment 19/08/08 ? 26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. : ea youtube "tiger woods"
  • 32. http:// www.viralvideochart.com / youtube /tiger_woods_09__walk_on_water?id=FZ1st1Vw2kY 434 blog posts another metric :
  • 33. Bryan LEVI aka levinator25 what about ?
  • 34. >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views
  • 35. >> 27/08/08 422.449 views >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views
  • 37. 1. viral is not dead (yet ?)
  • 38. 2. CGM = source of inspiration for a growing part of advertisers
  • 39. 2. CGM = source of inspiration for a growing part of advertisers http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 40. http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0 Added 18/08/08 1,047,891 views 802 comments 2. CGM = source of inspiration for a growing part of advertisers
  • 41. http:// www.youtube.com / watch ?v=muP9eH2p2PI Added 18/08/08 12,441,549 views 56,545 comments 2. CGM = source of inspiration for a growing part of advertisers
  • 42. (…) 2. CGM = source of inspiration for a growing part of advertisers
  • 43. 3. EA SPORTS’ example shows how a viral video should be considered as a ??starting point?? for a wider campaign … not as a one shot
  • 44. … despite a decrease of the audience for the 2 other videos http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382
  • 45. 4. CGM + Advertisers = ??win-win??
  • 46. + PR Tiger Woods PGA Tour 08’ glitch 28th august 2008 30th august 2007 Tiger Woods PGA Tour 09’ LAUNCH EA SPORTS’ awarness EA SPORTS’ campaign BUZZ
  • 47. >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views >> 27/08/08 422.449 views Bryan LEVI aka levinator25 x 8 >> 18/08/08 (source L.A. TIMES) 50.000 views
  • 48. ?
  • 49. ?
  • 50. 5. Tiger Woods 迟辞辞…
  • 51. ??Tiger Woods?? : Tiger really can walk on water and hit a golf ball ??It's not a glitch. He's just that good??
  • 52. 6. EA Sports grabs sympathy
  • 53. most of comments are enthusiastic ??Un bad buzz devenu good buzz gr?ce à la réactivité de la marque et son ouverture d’esprit?? ??Pretty brilliant, if you care for my opinion?? ??Nice move, EA!?? ??Good job EA?? ??I don't think I'd like the game and I certainly don't want to support EA sports, but the ad is just that good?? ??EA just gained some points in my book?? ??This is a great marketing strategy??
  • 54. despite few doubts Darren 6 days ago ??I assumed that the whole thing was set up. That the 'Levinator25' video was manufactured, and the subsequent ad created as a response to it. That said, Levinator25 has been on YouTube for over a year, apparently. Mind you, EA could probably convince YouTube to manufacture an 'old' user account with enough cash.?? ??Simply awesome, but it is only a matter of time before someone gets upset because they think Tiger Woods is saying that he is on par with Jesus.??
  • 55. 7. last but not least…
  • 56. hope that EA monitored its buzz with a company like Scanblog ;) note : I made this stuff on my own, not with Scanblog’s buzz-monitoring tool cause we didn’t know about this viral video before it was launched. To be efficient has a monitoring process we have to plug our software before the campaign. Just in case… ;)