7
went
’s best
eb micro-siteW
otter through social
ut Gordon still accomplished
T
eam members also sent the
ebcast, a
arry P
COTS
isitors to the site learned that the
, and they did no widespread out-
orld of H
EERMANM
-mouse led to 350 million people hearing the news.
VID
otter on their team. B
A
izarding W
ebcast infrastructure and the micro-site production)
D
. During the secret W
arry P
irst—they were able to run the entire promotion in-house, with a very
ebcast, the team sent an e-announcement to their in-house, opt-in email
’s team launched The W
ter the WSoon af
list of park guests so they could hear the news directly too. T
e-announcement to friends and family
live to provide a place for bloggers and the media to link to for information on the theme
park, which is slated to open in late 2009 or early 2010. V
park will feature immersive rides and interactive attractions, as well as experiential shops
and restaurants that will enable guests to sample fare from the wizarding world
known establishments.
Because Gordon
media—putting fans f
small marketing budget (covering the W
and a tiny development team. They did not hire an agency
bound media relations, no marketing stunts, no CEO conference call, and no expensive
advertising.
Of course, not all companies have H
a remarkable feat with an approach that most large organizations would not have taken. She
told just seven people, and the power of word-of
:: How word-of-mouse spreads your ideas for free The New Rules of Viral Marketing
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