World for $1 Viral Campaign Breaks New Grounds

KetaKeta Ltd., a pioneering viral video advertising agency, has released a most innovative viral video series for the promotion of LastMinuteTravel’s “World for $1” campaign . Since the launch of the campaign last week, over 2,000 people have won $1 a night premier hotel stays in over 230 destinations.

“There has been so much buzz around this campaign, we find it hard to keep track,” says Gil Lavie, KetaKeta’s CEO. “The direct traffic to the site has increased tremendously in ways that I have not witnessed in my 20 years of marketing experience. The growth in the number of referring sites is even more impressive. We have even witnessed people using robotic traffic, which is obviously blocked since it’s strictly against the campaign guidelines.”

However, more than just generating buzz and traffic, the campaign seems to be breaking new grounds. The campaign has organically sparked up what seems to be the world’s first and largest silent chat room. The rules are simple, “No chatting unless you are announcing the start of the promo.”

The number of people in the silent chat room has been on the rise. Yesterday, there were over 1,800 people in the room simultaneously. “One of the chatters has contacted Guinness World Records and the response was favorable,” says Yariv Carni, VP Marketing at KetaKeta. “Once Guinness opens the new category, 1,000 people staying silent for 5 hours straight will suffice to set a world record based on the criteria that Guinness provided,” Yariv continues.

“The World for $1 campaign is intended for individual participants,” says Gil, “but we are also seeing a lot of forums and blogs that are trying to pull in their efforts and to provide clues to one another. I don’t think this will help them too much since each participant is likely to encounter the event at a different time. However, the fact that the campaign may result in a Guinness World Record is reinforcing, to say the least.”

KetaKeta Ltd. is among the first 4 companies in the world to specialize in viral video advertising. The company has produced over 100 campaigns since 2003 for global clients such as Merck Pharmaceuticals, FIAT, Orange, Eli Lilly, JamesAllen, among others. In 2008, the BBC has selected 4 of KetaKeta’s virals for its top-rated show “Commercial Breakdown”, featuring the world’s best and funniest ads since 1986. KetaKeta has accumulated over 500 million views for its various productions since 2003.

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