Mechanism Case

Marketing of Services

Case Analysis- Mekanism : Engineering Viral Marketing

by

Group 2

Aditi Chaudhary (PGP/19/183)

Parul Trivedi (PGP/19/322)

Tanvi Rajani (PGP/19/329)

Samiksha Nimje (PGP/19/339)

Ujjwal Aggarwal (PGP/19/355)

Company History

Mekanism was founded by Tommy Means in 2000 as a hybrid form of creative and distribution

company. He saw the potential in quickly emerging online media. Videos for online advertising

was a new concept. Mekanism positioned itself as a “one-stop digital shop” and registered the

YoY growth of 32% from 2007 to 2010 and its margins raised to 23% of net revenue.

Online Video Advertising

TV viewers avoided about 81% of the ads as per the study in 2001. Internet was becoming an

increasingly popular alternative to TV for viewing video content. Online video expected to

reach 91% of internet traffic in 2014. Online video advertising gave high level of consumer

engagement and more brand related time spent by the consumers.

Viral ads were created by three main approaches to “Engineering Virality” by Mekanism: a

unique story telling focus, management of digital platforms and building high profile

influencers.

Mekanism utilized the concept of storytelling for emerging media to engage the consumers on

a deeper level. They involved the consumers in the process by creating platforms for people to

have voice. This helped them built relationship between consumers and the brand

Platform Management

Mekanism focused on developing the right story for a brand and target audience. They used a

three pronged strategy for jump-starting the spread of a viral video. The strategy included

creating editorial buzz around the campaign, following distribution strategy of owning spaces

on social media and making use of traditional paid and digital media. They tried building and

fostering Brand communities online and working at the speed of social media by creating

constant dialogues with the consumers.

Digital Influencer...