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• Teaching Note | HBS Case Collection | 2012

  Mekanism: Engineering Viral Marketing

  Thales S. Teixeira

  The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is contemplating expanding its services to other advertising content and media (e.g., televison, print, online) in effect becoming a full-service ad agency. This case is intended to discuss whether Mekanism should "evolve" into an ad agency or keep focused on producing and distributing viral marketing content.

  Keywords: Viral Marketing; advertising; viral ads; virality; Mekanism; advertising agency; social media; influencer; storytelling; advertising content; Advertising; Advertising Industry; North and Central America;

  Citation:

  Teixeira, Thales S. "Mekanism: Engineering Viral Marketing." Harvard Business School Teaching Note 513-043, August 2012.

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• Background Note | HBS Case Collection | 2012

  Marketing Communications

  Thales S. Teixeira and Thales S. Teixeira

  This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how consumers respond to communication attempts. Finally, it lays out a framework for marketers to manage the entire communication process.

  Keywords: marketing communication; advertising; promotion; social media; digital media; viral advertising; Marketing; Communications Industry; North and Central America;

  Citation:

  Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.

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• Case | HBS Case Collection | 2012 (Revised from original 2012 version)

  Mekanism: Engineering Viral Marketing

  Thales S. Teixeira, Alison Caverly, Thales S. Teixeira and Alison Caverly

  Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage consumers cheaply and quickly via word-of-mouth. Mekanism's president is contemplating expanding its services to other advertising content and media (e.g., television, print, online) in effect becoming a full-service ad agency. This case is intended to discuss whether Mekanism should 'evolve' into an ad agency or keep focused on producing and distributing viral marketing content.

  Keywords: Viral Marketing; viral advertising; core competencies; growth strategy; Online media; videos; advertising; advertising media; Advertising; Media; Strategy; Marketing; Advertising Industry; North and Central America;

  Citation:

  Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, August 2012. (Revised from original April 2012 version.)

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