In the course of a three-day workshop on the topic “Viral Marketing” students from St.Pölten University of Applied Sciences have developed several viral marketing concepts for the German family business “Ritter Sport” together with students from the SRH Calw, the Hdm Stuttgart and the University of Malmö.
On the first day of the workshop the students got a theoretical input on “Viral Marketing” and Viktor Zemann, MSc answered the following questions in detail: What does viral marketing mean? What are the core elements of a viral marketing campaign? How can viral marketing campaigns be optimally planned and executed? How can the success of viral marketing campaigns be evaluated?
Viral Marketing Concept for „Ritter Sport“
After the students got the necessary input for the conception of a viral marketing campaign, they were divided into small groups of up to three persons. The groups were then asked to design a viral marketing concept for the German family business “Ritter Sport”. Highly enthusiastic, the workshop participants started to tackle the task and they quickly came up with many creative ideas.
The most important questions to be answered during the concept elaboration were: Who do I want to address with my campaign? Which interests does my target group have? Which added value does my campaign offer? Who are suitable Opinion Leaders? How does the seeding strategy of my campaign look like?
On the third day of the workshop Viktor Zemann, MSc from St.Pölten UAS and Dr. Sven Cravotta from SRH Calw selected the best concept out of all the entries. The winners of the viral marketing workshop were Barbara Kerbl (St.Pölten UAS), Philip Jeschko (St.Pölten UAS) and Nina Heuer (SRH Calw). They convinced the jury with their idea of creating a rubik cube out of the square-shaped chocolate bars of “Ritter Sport”.