Stolen cell phone, or viral campaign?

I came across a post on Digg this morning by a person claiming their cell phone was stolen, but thanks to the subscription to photo-upload service ShoZu, they're now seeing photos of the alleged thief's family. Considering the implausibility of the scenario, the fact that ShoZu's founder has commented on the thread, and that the photos are not quite consistent with the story, my money's on this being a viral campaign seeded by ShoZu or its agency

I came across a post on Digg this morning by a person claiming their cell phone was stolen, but thanks to the subscription to photo-upload service ShoZu, they’re now seeing photos of the alleged thief’s family.

Considering the implausibility of the scenario, the fact that ShoZu’s founder has commented on the thread, and that the photos are not quite consistent with the story, my money’s on this being a viral campaign seeded by ShoZu or its agency. It’s a pretty good effort, with enough interesting plot twists and cool-factor to get people talking about it, and digging the story. It’s also flawed enough that people will investigate it and keep talking about it to expose it as a charade.

UPDATE: I got in touch with Ben Clemens, the former owner of the cell phone, who swears the stolen cell phone story is true. Clemens, who tells the story on his blog The Practicalist, also happens to be a Yahoo employee, so we at least know that he’s not under the direct employ of ShoZu or its agency. ShoZu’s PR person contacted me as well to deny any involvement.

I guess this is an example of real word-of-mouth marketing for ShoZu, one that was unplanned and organic. Still, it works as a model for how manufactured WOM can be put together to work.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource