The document outlines an integrated viral marketing plan for a company called Zippify consisting of 4 separate campaigns that converge in the third month: 1. A keychain referral campaign distributing Zippify keychains and offering discounts for customer referrals. 2. A "Discount your B%lls" campaign giving away stress balls and linking to viral videos and games. 3. "Buzz performances" involving surprise dance routines in public to generate interest. 4. Targeting "alpha customers", influencers, students to create brand advocates through events and forums. The goals are to create buzz and curiosity during launch, sustain buzz over 4 months through viral elements, and convert interest into customers and

1. Integrated Viral Marketing Plan By Abhishek Bali & Kapil Satish Mehta Symbiosis Institute of Management Studies

5. Brand Advocates Alpha Customers The main target of our overt campaigns. The Keychain Cards will be given to them as well as the ‘alpha’ campaigns and the ‘efluencer’ campaign will be targeted at them. These are the lead/alpha customers of our TMS which will help is spreading awareness and brand usage. Are the targets of our referral scheme. Will be introduced to the brand by the advocates and will also be are first customers in the first 3 months. A large proportion of Zippify Users by the first 4 to 6 months. These will come on board due to the buzz created by the campaigns and influencing Adopters and Adorers. The Main target of the convergence of our campaigns. A large proportion of the customers will be brought on board with the Viral Campaigns, Buzz Performances and PR in the media. Will finally be hit with Mass media in month 4 to get them on board. Brand Adorers Beta Customers Brand Adopters Brand Laggards