tag:blogger.com,1999:blog-24784219.post4167051587222914629..comments2024-03-06T03:58:39.540-06:00Comments on The Viral Garden: Case Study: Dooce's Nintendo Wii giveawayMack Collierhttp://www.blogger.com/profile/02723628321171539590noreply@blogger.comBlogger8125tag:blogger.com,1999:blog-24784219.post-44296058717804489692008-07-28T05:30:00.000-05:002008-07-28T05:30:00.000-05:00Good Job! :)Good Job! :)Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-81775296727244566782008-07-26T17:01:00.000-05:002008-07-26T17:01:00.000-05:00There's no question that Nintendo enjoyed huge ROI...There's no question that Nintendo enjoyed huge ROI on this campaign. However, because I'm a pedant, I have to disagree with your math. Specifically, you've ignored the largest cost center: staff time.<BR/><BR/>I interviewed Heather about this, and so have a little more information. Nintendo actually threw two parties for her and her friends and family.<BR/><BR/>So, that involved pitching Heather on the idea, negotiating the details of the events, getting staff to the event (from Heather's blog: "some good people from Nintendo came to my house"), giving away Nintendo Wii's, Wii Fit and related swag, the follow-up, the distribution of the prizes and so forth.<BR/><BR/>Assuming an agency rate of $200/hour, let's imagine that, conservatively, 80 people-hours were spent on the project. Add in travel costs, shipping and incidentals, and this program could have easily cost Nintendo $20,000. <BR/><BR/>That's a drop in the bucket for Nintendo's marketing budget, and the result is still exceptional, but I'd encourage you to revise your calculations.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-59107003514612613982008-07-16T16:27:00.000-05:002008-07-16T16:27:00.000-05:00I love it!I love it!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-44889522944141861912008-07-16T02:00:00.000-05:002008-07-16T02:00:00.000-05:00I think this promotion is perfectly simple -- the ...I think this promotion is perfectly simple -- the audience is spot on, and both Dooce and Nintendo earn extra credibility for being upfront from the start about the nature of their relationship.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-10351150490622137052008-07-16T00:54:00.000-05:002008-07-16T00:54:00.000-05:00Amber and Neil, I love this because it perfects sh...Amber and Neil, I love this because it perfects shows how EASILY social media can be used to reach a market, if used correctly. <BR/><BR/>Nintendo wanted to reach moms, so they FIRST threw a Wii Fit party for argubly the world's most influential mommy blogger. Then they gave her 5 Wiis/Wii Fits to give away.<BR/><BR/>That's it. They created a promotion where it would be almost impossible for them to not have a huge ROI. <BR/><BR/>Warren, thanks for your comment!Mack Collierhttps://www.blogger.com/profile/02723628321171539590noreply@blogger.comtag:blogger.com,1999:blog-24784219.post-39597932922472671832008-07-15T23:34:00.000-05:002008-07-15T23:34:00.000-05:00Seems you missed the biggest benefit to Nintendo, ...Seems you missed the biggest benefit to Nintendo, they have a community talking about their product.<BR/><BR/>Assuming the comments are mostly positive, they've build good will and stories that will be told again and again.<BR/><BR/>And just one sale to a heavy user could result in more profit than the total you referred to.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-56661633122296204682008-07-15T12:05:00.000-05:002008-07-15T12:05:00.000-05:00Yep, that's pretty good. Blogger outreach is a tri...Yep, that's pretty good. Blogger outreach is a tricky thing to get right and I think there's already a lot of bad examples out there but sounds like Wii got that one spot on.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-24784219.post-92211060683626370342008-07-15T11:36:00.000-05:002008-07-15T11:36:00.000-05:00It's a beautiful example of building enthusiasts f...It's a beautiful example of building enthusiasts for your product (in part by creating a great one to start with) and then tapping that enthusiasm. Nintendo knows exactly where their community is (hint: all over the internets for starters) and just brought the love right to their doorstep.<BR/><BR/>And Dooce did a great job of disclosure, which instills trust in the community (very key). Heck, I want one too.Amberhttps://www.blogger.com/profile/02368138083587951548noreply@blogger.com