More Than Forwarded Emails, Things Prove to be Viral Marketing's Killer App for Bringing in Dollars
BUSINESS WIRE - July 12, 1999 07:15
NEWTON, Mass., Jul 12, 1999 (BUSINESS WIRE via COMTEX) -- Johnny gave it to Sally and Sally gave it to Tommy. Then Tommy sent it to his brother in Philly, who posted it on his Web page, and over 150 fans took it from there! Over a hundred thousand consumers downloaded it as a screensaver and have it running day and night on their desktops. What are they passing? Things. With Things, ThingWorld.com is providing content owners with technologies that take viral marketing to an entirely new level.
Viral marketing is becoming known as the online marketer's most effective "tactic" for gaining awareness for a new product or service. Until now, marketers have had to implement their own creative ideas to develop viral marketing campaigns. No longer. ThingWorld.com technologies are a solution for content owners who have, since the boom of Web publishing, sought a solution for controlling and distributing content online and on the desktop so its results in value: traffic, awareness and most importantly, commerce.
Within the last two weeks, ThingWorld.com has launched Things with a variety of high-profile content owners in sports, entertainment and music including Athlete Direct, Beanie Babies Online Club, Tour de France, "Wild Wild West", NFL Europe, South Park Monsters of May, and the WWF.
With Things -- collectible, interactive multimedia -- content owners create and distribute exciting and engaging content that contains direct links ("click-backs") to a specific destination such as a Web site, commerce offering or membership registration. Fans are attracted to the interactive branded content, and save it for republishing on their home pages, download it as a screensaver, or send it by email. Each piece of content is designed to drive merchandise sales or traffic, and contains built-in copyright and tamperproof capabilities. As distribution of Things increases, fans build the marketplace and awareness for the content and/or product, because they love to pass and show-off the entertaining content they have found.
Recently named Best Marketing Technology by Adweek Magazine, ThingWorld.com technologies have proven successful for the WWF. In a three month period, WWF fans downloaded over 350,000 WWF ThingScreensavers. Of those 350,000 over 40% "clicked-back" to merchandise offers from the WWF.
"Today, companies that are implementing viral marketing techniques using basic HTML and downloads. Things are much more than links and forwarded sign-up forms, they are interactive, entertaining objects that spread messages, brand and offers like wildfire," said Steve Barlow, chairman and CTO of ThingWorld.com. "Deriving actual value and revenue from viral marketing is key. The distribution of content is only the beginning. The key is to allow that content to be so engaging that it appeals to a consumer and leads them to purchase."
Things developed by leading sports, entertainment and music companies are initially distributed from ThingWorld.com (www.thingworld.com), the ThingWorld.com Network (which consists of GeoCities, Lycos, Tripod, theglobe.com, XOOM.com and Talk City) and any ThingWorld.com partner site.
About ThingWorld.com
ThingWorld.com (www.thingworld.com) is an Internet media company that enables content owners to increase their customer base, drive traffic and build commerce through compelling digital content and unique Web technologies. Working with ThingWorld.com, leading media, entertainment, music, sports and consumer brand companies control and manage their intellectual property to maximize online commerce, membership, audiences and brand awareness. The ThingWorld.com Internet Media Network aggregates content and syndicates it to the Web's top portals and communities bringing media to millions of online consumers, much like network television. Founded in 1996, ThingWorld.com was named Best Marketing Technology for 1999 by Adweek. Headquartered in Newton, MA, ThingWorld.com is part of CMGI's @Ventures portfolio of companies. In addition to CMGI, other investors include BancBoston Capital, Intel Corporation, Microsoft Corp., NFL Quarterback Club, The Kraft Group, Venture Management and Wasserstein Adelson Ventures.
Copyright (C) 1999 Business Wire. All rights reserved. -0- CONTACT: ThingWorld.com Kristen Gariepy, 617-796-0860 kgariepy@thingworld.com
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GEOGRAPHY: MASSACHUSETTS
INDUSTRY CODE: COMED
COMPUTERS/ELECTRONICS
INTERACTIVE/MULTIMEDIA/INTERNET
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