Word of Mouth Tip #94: Leak it to your fans first

When you’re releasing something new to the world, give it a word of mouth boost by leaking it to your fans first.

When it’s new, fresh, and unseen, it’s naturally remarkable. People can’t help but show their friends.

But as soon as it’s on every store shelf and featured in every primetime commercial, there’s nothing new to tell.

How a word of mouth supergenius does it:

Nike created an epic 3-minute spot starring soccer superstars in preparation for the upcoming World Cup.

It had the biggest names and flashy production work — everything of a big budget commercial. But instead of buying some high-profile ad slot (like say, during the LOST finale), they first leaked it to their Facebook fans.

The result was an instant viral phenomenon, recording the biggest audience ever in the first week of a campaign with nearly 8 million views — breaking Nike’s own previous record of 6.3 million views with their “Earl and Tiger” spot.

Learn more: AdAge


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  1. Joann Sondy

    I noticed this referenced on my Twitter feed today and replied that this type of advice raises a huge caution for publicly traded companies regarding selective disclosure. I’m not an expert but I have worked in the investor relations industry for a number of years. Consult legal and understand the SEC rules about selective disclosure; otherwise ‘leaking info to your fans’ might have the Feds knocking on your door.

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