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  • October 2019 (Revised January 2020)
  • Case

Fixing Facebook: Fake News, Privacy, and Platform Governance

By: David Yoffie and Daniel Fisher
Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated... View Details
Keywords: Platform; Governance; Privacy; Internet and the Web; Corporate Governance; Ethics; Business and Government Relations; Strategy; Digital Platforms; Web Services Industry
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  • 27 Jul 2009
  • Research & Ideas

Social Network Marketing: What Works?

When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School... View Details
Keywords: by Sarah Jane Gilbert; Advertising; Advertising; Advertising
  • 2014
  • Working Paper

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
Keywords: Strategy; Advertising
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  • December 2004 (Revised October 2005)
  • Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
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  • February 2011 (Revised November 2013)
  • Case

The Cheezburger Network

By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the... View Details
Keywords: Budgets and Budgeting; Digital Marketing; Customer Relationship Management; Venture Capital; Emerging Markets; Strategic Planning; Sales; Internet and the Web; Publishing Industry; Web Services Industry
Related
  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising... View Details
Keywords: by Sean Silverthorne
  • Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

  • 11 Jun 2013
  • First Look

First Look: June 11

non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which companies can... View Details
Keywords: Carmen Nobel
  • 28 Jan 2014
  • First Look

First Look: January 28

increased dramatically (seven- to nine-fold) in the last two decades. To counteract this trend, I propose novel approaches to lower its cost or use attention more efficiently by adopting multitasker-tailored ads, Lean Advertising, and View Details
Keywords: Sean Silverthorne
  • 29 Nov 2010
  • HBS Case

United Breaks Guitars

object lesson in what that means for big, recognizable companies and their brands. "United Breaks Guitars" documents the incredible viral power of social media, analyzing the reach and impact of a clever customer complaint music... View Details
Keywords: by Julia Hanna
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Advertising Symbiosis: The Key to Viral Videos The Revolution in Advertising: From Don Draper to Big Data Why Comparing Apples to Apples Online Leads To More Fruitful Sales What do you think? What big flops... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • 16 Nov 2016
  • Research & Ideas

Turning One Thousand Customers into One Million

to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many... View Details
Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
  • 15 Nov 2022
  • Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

the internet. We wrote a series of Harvard Business School case studies between 2009 and 2011 exploring viral videos—United Breaks Guitars, the JK Wedding Dance, and how Ford used influencers to launch the Fiesta car. What struck us right... View Details
Keywords: by John Deighton and Leora Kornfeld
  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

Super Bowl Sunday is sure to bring the usual barrage of clever soda, beer, and car ads featuring everyone from Vegas showgirls selling Coca-Cola to pop celebrity Psy charming us to buy pistachios Gangnam-style. But at a whopping $3.7 million per 30-second spot, perhaps... View Details
Keywords: by Kim Girard; Advertising; Advertising
  • 14 Sep 2016
  • Research & Ideas

Web Surfers Have a Schedule and Stick to It

in improving its cost effectiveness,” says Greenstein. “Those efforts—and lessons learned—are relevant across many formats, not just PCs. There is so much more to come.” Related Reading: Dear Internet: You Are Extraordinary But Not Exceptional View Details
Keywords: by Julia Hanna; Retail; Web Services
  • 17 Nov 2020
  • In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

well-publicized general sales events: viral excitement on Twitter and the blogosphere draws more customers in, and full baskets of multiple goods (as opposed to “spearfishing” one item) are more cost-efficient to fulfill. Retailers that... View Details
Keywords: by Danielle Kost; Retail
  • 14 Sep 2017
  • Op-Ed

Op-Ed: Google Engineer Deserved to be Fired by the CEO

Google CEO Sundar Pichai. Credit:  Steven Zimmerman/Wikipedia Commons Google software engineer James Damore’s ten-page manifesto excoriating his employer for its diversity initiatives incited a major controversy in August about affirmative action and free speech.... View Details
Keywords: by Bill George
  • 28 Aug 2012
  • First Look

First Look: August 28

512-010 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,... View Details
Keywords: Sean Silverthorne
  • 06 Mar 2012
  • First Look

First Look: March 6

Science of Viral Ads Author:Thales Teixeira Publication:Harvard Business Review 90, no. 3 (March 2012) Abstract It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers... View Details
Keywords: Sean Silverthorne
  • 25 Mar 2014
  • First Look

First Look: March 25

School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around... View Details
Keywords: Sean Silverthorne

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