- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Hamster is In The House...A Viral Marketing Case Study
Posted on December 3rd 2009
Aaaaand, we're back. Between a trip to Florida, visiting my family for Thanksgiving, and a nasty cold I've been fighting for about a week, my Musings have been limited. So while I passed on opportunities to blog about Who/What I'm Thankful For, Black Friday, World AIDS Day, and Tiger Woods, I'm jumping back into the icy blogging waters with a post on a very important topic.
Like Furbies and Tickle Me Elmos of years past, robotic hamsters from Zhu Zhu Pets are, apparently, the hot holiday toy this season.The only conclusion I can draw from this is that nothing short of absolute marketing brilliance is behind Zhu Zhu Pets. ROBOTIC HAMSTERS, people! (It gets better. The name of the most popular model? Mr. Squiggles. You can't make this stuff up).
I've written about fads before, and how a meteoric rise to popularity is usually followed by spectacular flame-out. But fads can tell us something about demand creation. Obviously (hopefully?) children weren't wandering around saying, “You know what I really wish I had? What would make my life complete? A robotic hamster.” I doubt any focus groups would have revealed a latent need for Mr. Squiggles. So how did Zhu Zhu Pets do it?
For one, they started with exclusivity. Back in May, the company launched the toys only in the Phoenix market. They gave away free robotic hamsters at an Arizona Diamondbacks game. They selected local moms to host hamster-themed parties with games, activities, and opportunities for kids to built hamster habitats and play with the toys. They sent the toys to day care centers and hospitals in the Phoenix area. Phoenix-based mommy bloggers wrote about the toys and posted videos to YouTube. Somewhere in there the company changed the name from Go Go Pets to Zhu Zhu Pets. The word-of-mouth avalanche soon followed, laying the foundation for a national launch.
And here we are, six months later, with a national hamster shortage on our hands.
Zhu Zhu Pets will likely not, if history is any indication, be able to sustain the holiday hype into long-term sales and growth (I would expect that the robotic hamster market is finite). But no doubt the company will make a good buck this year, so good on them.
I can only imagine what untapped demand will surface in 2010. Robotic field mice?
Link to original post