Hays’ previous company was called Massive and it was an advertising platform for video games that ended up selling to Microsoft. Appear in a video next to Messi jumping to the field of play of the Camp Nou or leave in the new video clip of your favorite music group. For the fans: a nice memory. For the brand: promotional material to interact on networks or create ads.
The relationship of brands with their customers is one of the keys to where the strategy of companies at the advertising level has to advance, according to Katherine Hays, founder of Vivoom, a startup that has just been allied with Rakuten Viber and FC Barcelona ( sponsored by Rakuten) to generate a new experience for fans of the sports club. This is the second startup that Hays creates; both have gone in the line of finding new advertising formulas. “My first company, Massive, was a network for videogame advertisers, which was finally acquired by Microsoft,” says the businesswoman.
“This experience taught me many things, but there is one that particularly affects Vivoom is the power of a win-win business model,” she adds to explain that they included advertising within video games but that this did not bother the players, as they thought their critics, because it allowed them to give more realism to the game.
Following this line of thought, Hays points out that four years ago she saw a similar opportunity but on a larger scale. “The opportunity to take advantage of the power of eventual buyers and customers of a brand to help tell the story of the brand in a real way,” she says.
How to measure word of mouth
Something that points out that it is not new, since brands have known for decades how powerful the recommendation is, word of mouth and among colleagues . “However, there was no way to use this consumer voice in a scalable, predictable manner that would keep the brand safe and along with the marketing funnel,” says Hays. Activation of the interactive experience in the FC Barcelona museum. In the case of this experience in the Barça museum, among the shelves with trophies, the screens with images of the history of the team and in the middle of the visit to the field have installed five interactive points (two with the technology of this startup ) so that the visitor through Viber can interact as if he were in the press room of the club or jumping on the field. For example, upon reaching the locker room tunnel from where the field is accessed by scanning the QR the visitor can appear in a video following Messi and jumping onto the Camp Nou pitch. The resulting video can be shared on networks or sent to friends. Of course, to use the experience is necessary to have Viber installed. A messaging application similar to WhatsApp but less popular in Spain. Although of the almost two million people who visited the Barcelona museum last year, 85% were foreign tourists.
Create a community of microinfluencers
“Vivoom is a consumer activation platform that allows brands to turn their eventual buyers and regular consumers into a network of true influencers .” We have built a technology system that allows users to capture content and upload it to the cloud and then transmit it. with a brand filter, which the consumer can then easily share through social networks, ” explains Hays.
With this system, the brand can track the contents that are related to it and even remove them if they go against the image of the brand or show content that they do not consider appropriate.
” We help brands to create an audience or a community from their customers and consumers, so brands no longer have to simply” rent “audiences from third-party social platforms, which is a big risk for the brand. With Vivoom, brands can build their own 1: 1 relationships, ” adds Hays to explain the business model.
By: Marta Garijo | Date: October 31, 2018 | *Translated from Spanish