Case Code : CLMC052
Publication date : 2009
Subject : Marketing Communications
Industry : Pharmaceutical
Length : 06 Pages
Price : Rs. 100
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Marketing, viral campaign, interactive Web video campaign, YouTube campaign, FluFlix Video Contest, social media, user-generated content, Web 2.0, DTC advertising, regulatory, legal, pharmaceutical, Novartis, Fluvirin, influenza, YouTube, Facebook, Twitter
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In 2007, one of the world’s leading pharmaceutical companies, Novartis, launched an unbranded interactive web video campaign on YouTube to sensitize people to the need for getting the influenza (flu) vaccination. The FluFlix Video Contest went on to be a big hit, according to experts. They felt that pharmaceutical companies had been “overly cautious” when it came to adopting Web.2 or social media, but since 2008 more and more companies were coming forward to try out these new media channels.
Questions for Discussion:
1. Critically analyze Novartis’ Fluflix Video Contest campaign.
2. What are the pros and cons of using social media? Discuss particularly with reference to pharmaceutical companies.
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