Filter Results:
(33)
Show Results For
- All HBS Web
(59)
- News (21)
- Research (33)
- Multimedia (6)
- Faculty Publications (6)
Show Results For
- All HBS Web
(59)
- News (21)
- Research (33)
- Multimedia (6)
- Faculty Publications (6)
Page 1 of 33
Results →
Sort by
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: 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... View Details
- April 2012 (Revised April 2013)
- Case
Mekanism: Engineering Viral Marketing
By: 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... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
- March 2012
- Article
The New Science of Viral Ads
By: Thales Teixeira
It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details
Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment
Teixeira, Thales. "The New Science of Viral Ads." Harvard Business Review 90, no. 3 (March 2012): 25–27.
- June 2013
- Article
How to Profit from 'Lean Advertising'
By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use 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... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
Teixeira, Thales S. "How to Profit from 'Lean Advertising'." Harvard Business Review 91, no. 6 (June 2013): 23–25.
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
expenditures. Advertisers can get the most bang for the buck if they post their videos on YouTube and then motivate consumers to disseminate the ads for them, via email or social media. Getting an ad to go... View Details
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
convert consumer interest to purchases it might be time to reduce the volume on talking babies and dancing monkeys and up the attention on brand. Teixeira is now talking with companies that are trying to connect television ad campaigns... View Details
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- 02 Feb 2023
- Research & Ideas
Why We Still Need Twitter: How Social Media Holds Companies Accountable
could be used for good?’” One particular news story in 2017 caught their interest: After United Airlines forcibly removed a passenger from an overbooked plane to make room for crew members, videos passengers took of the man getting dragged down the airplane’s aisle... View Details
- 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
Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- 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 professor Sunil Gupta suggests that... View Details
- 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 Jan 2014
- Working Paper Summaries
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
Keywords: by Thales S. Teixeira
- 11 Jun 2013
- First Look
First Look: June 11
themselves (e.g., inbound marketing), (3) outsourcing content creation (e.g., via crowdsourcing), or (4) outsourcing content distribution (e.g., viral marketing). Benefits and challenges of these four approaches are discussed and their... View Details
Keywords: Carmen Nobel
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
online ad budget is spent on search advertising, which is more effective than banner advertising at driving traffic. The ability to place your ad on the screen exactly where someone is searching for... View Details
- 04 May 2010
- First Look
First Look: May 4
knowledge-based "recombinative capabilities" view of business groups—that such groups have done the most to invest in R&D and other skills necessary to combine inputs in ways that lead to greater added value. Further, our... View Details
Keywords: Martha Lagace
- 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
- 15 May 2024
- Research & Ideas
A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better
for marketers is to make such interventions short, memorable, and motivational—as when Metro Trains in Melbourne, Victoria, successfully launched a viral ad campaign on railway safety called “Dumb ways to... View Details
- 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
- 07 Feb 2022
- Research & Ideas
Digital Transformation: A New Roadmap for Success
algorithms can lead to unintended bias that harms certain employees and customers, and the company’s reputation (a bias story can go viral on social media within minutes). 5. Design for inclusive and agile problem-solving As they become... View Details
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
culture, setting off a K-Drama (Korean television drama) and K-Pop (Korean pop music) craze, with music exports, for example, expanding ninefold to $277 million in 2013. Think virally and socially. When New York City sought to bring back... View Details