The Trojan Games – A great example of a Successful Viral campaign
There are several examples of successful viral campaigns and, many of those, much more recent than the one chosen for the purpose of this post, however, when posting about a successful viral marketing campaign, in my view, the Trojan Condoms campaign is a perfect example of great strategy and implementation of a viral marketing campaign. The details of the campaign are the following, in 2003, Trojan, a US condom Brand had planned to enter the UK market having as the main objectives of that move:
- Launch a new condom Brand in the UK Market
- Engage young males and tap into their network of friends;
- Differentiate Trojan from other UK condom brands;
- Position the brand as
- Performance enhancing
In order to achieve these objectives, Trojan devised a strategy to create an online viral campaign aiming at creating a buzz around the product prior to the product launch in stores. With this campaign the Trojan intended to associate the Brand values of performance and fun to the concept of sports, linking it to the product itself by creating an association with sex, and, to ensure the viral effect, Trojan strategically chose humor as a key factor for the content of the campaign. The creative concept of the campaign was “The Trojan Games”, a parody to Olympic games modalities revolving around sex. To that effect a website around the theme was created containing 3 viral Videos streamed in the website, and the campaign was carefully “seeded” in websites specifically dedicated to that purpose and the campaign started to spread across the web. Bellow
Campaign Website – http://www.trojangames.co.uk/
The results were overwhelming, in only the first few days the campaign counted with 4 Million views and by the end of the first month, 6 Million people had viewed the campaign. Today the campaign has reached more than 62 million views and its videos are still available and continue to be viewed. However, the success of this or any other viral campaign can’t be measured by number of people who contacted with the campaign alone, to truly measure its effects its necessary to determine to what extent were the strategic objectives devised for the campaign reached, particularly, to what extent where the objectives of awareness, Brand positioning, engagement with the target market and Brand consideration accomplished, and, in the case of the Trojan campaign results have clearly demonstrated its success.
Results from a consumer survey that took place during the period of the campaign (the campaign extended from March 2003 to April 2004) are a clear indicator of the level of success achieved by “The Trojan Games“ campaign and the alignment with the defined objectives as can clearly be seen in the results bellow.
* 77% of consumers recalled the Trojan brand after seeing the campaign – Brand Awareness
* 73% positive rating of the overall impression of the campaign – Engagement with the Brand
* 80% perceived the campaign to be unique – Brand differentiation and engagement
* 50% would be more likely to consider the Trojan brand after seeing the campaign – Brand Consideration
As I said in the beginning of this post many examples can be found when thinking about successful viral campaigns, probably many in more recent years, however few in my opinion would show the innovative character (remember that this campaign is from 2003) and strategic relevance that can be seen in this.
The fact that it was intentionally designed to be a viral campaign and that the campaign content was carefully conceived with the intended Brand positioning and the viral effect in mind, the fact that it was designed to launch a new Brand in a new market with carefully identified positioning, awareness, consideration and engagement objectives and the level of success in achieving those goals lead me to consider the Trojan games as a best practice example of a viral marketing campaign. Furthermore the fact that it was created in 2003 and that the Brand has specifically identified at that time the online channel as a prioritary channel when entering a new market shows, in my view, a level of breakthrough and innovative marketing thinking that should in my opinion be promoted in companies. Marketers should seek to find ways to take advantage of the benefits of the web rather than just fear its dangers.