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“31 Days of the Dragon” Word-of-Mouth Marketing Program Buzz Corps - Company Background
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Buzz Corps was started in May of 2007 by partners Chris Aarons and Geoff Nelson. While working together at AMD on a joint launch of Microsoft’s Windows Vista operating system they began working with core Microsoft bloggers and influencers.
The influencers liked the strategy of “For, With and By the Community” to such a degree that they suggested the founders help influencers and corporations build mutually beneficial relationships.
We took their advice…
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Why 31 Days Of The Dragon was created
HP wanted to deepen its commitment to the blogosphere and its support of the new media initiatives that build strong relationships in this unique community of writers, reviewers, fans and enthusiasts of every kind.
To accomplish this, HP provided 31 HDX “Dragon” systems to 31 selected influencers/bloggers to give away to lucky readers on their sites over 31 days (one per blogger) any way they wanted.
Why community influencers/bloggers?
HP’s mission was to build and maintain long-lasting relationships with bloggers and site owners and to support them in their endeavors. HP believes these people represent an exceptional and dedicated segment of the communications and media landscape and that their influence is on the rise.
Also, HP wanted to say “thanks” to the influencers for all their great work, as well as to their readers for their participation and support of blogs and forums.
HP HDX Dragon had been shipping for 9 months
Data from HPshopping.com
The giveaway allowed HP to have 100% glowing results with third-party praise for the HDX on the first five pages of Google when searching for the product as well as significant coverage on important keywords
Showing the power of consumer generated content, word-of-mouth marketing and social media all at once, influencer Chris Pirillo’s numerous videos were watched by over millions of consumers and included viewers praising the HDX and HP in his scrolling comment window.
“Buzz Corps consistently delivers results. Through their keen understanding of how to harness the power of Google search and strong ties with the blogging community, Buzz Corps delivered record HP Home and Home Office Store traffic, conversion and sales for the HDX series during the 31 Days of the Dragon promotional period AND into the following months. Nearly double the performance of traditional paid Web ads and at a fraction of their cost: BRILLIANT marketing!”
Scott Ballantyne, HP Vice President & GM Consumer Computing
“By recognizing the influence of our partners in the blogosphere and tapping into the creative thinking of Buzz Corps, the 31 Days of the Dragon program achieved outstanding unit sales and great exposure for our first HP HDX series notebook.”
Bruce Greenwood, HP Vice President North America Channel Development & Marketing
“The amazing thing about 31 Days of the Dragon was that Buzz Corps’ program took a shipping product with average sales and turned it into a halo product with phenomenal sales. This gave the HDX Dragon series the shot of adrenaline and exposure it needed via in-depth influencer reviews, community feedback, super-creative contest entries and overall lift in Google search results that worked when nothing else did!”
Dana Harrold, HP Product Marketing Manager
“Unleashing the blogging community’s creativity by giving them the freedom to promote and merchandise the HP HDX series has yielded fantastic results! The community did not stray from the product’s key selling points and drove exposure well beyond our expectations.”
Michele Kennedy, HP Advertising Manager
"Designing a program that drives awareness and demand for our products by collaborating WITH the bloggers rather than one FOR them was very new and exciting to me. The enthusiasm, creativity and buzz generated by the 31 Days of the Dragon program exceeded my expectations ten fold.“
Tom Augenthaler, HP Worldwide PR Manager