Maria Woerndl, Savvas Papagiannidis, Michael Bourlakis and Feng Li
39
Case 1: Social viral communication in practice: A ‘news -game’
In the final game of the 2006 FIFA Football World Cup, Zinedine Zidane, the captain of the
French team, head butted an opponent on the pitch in front of millions of football enthusiasts. The
referee instantly sent Zidane off the pitch for his violent act against the Italian player in the 110
th
minute of the game. Famously, Italy went on to win the World Cup in a penalty shoot-out.
Viral marketing campaign characteristics
The world cup final took place in Berlin, Germany on the evening of July 9
th
, 2006. It started at
8:00pm Central European Summer Time (CEST) and ended after 120 minutes excluding half time,
extra time and penalty shoot out time. The Zidane head butt happened at approximately 10:00pm
CEST. In a matter of a few hours the Internet was taken by storm by the ‘Zinedine Zidane Game’,
developed by Alberto Zanot, an Italian graphic designer from Milan. The game encourages the
computer user to head-butt the Italian player by way of mouse movements and mouse clicks. Zanot
took less than an hour to develop the game using Macromedia flash, Action Script language, and TV
shots of the football players (Heffernan, 2006). He initially emailed the game to friends, effectively
initiating the viral marketing campaign. On July 11
th
, in a matter of one single day, the game had been
viewed more than 1.5 million times (Heffernan, 2006). The game was spreading at an exponential rate
around the globe, corresponding to the first critical factor, an exponential, fast, and wide reaching
diffusion.
The two identifiable core channels used for peer-to-peer transmission in the Zidane case were e-
mail and online communities. The source of the game, Alberto Zanot, initially emailed his friends a
copy of the game. These friends then sent it on to their friends and posted it in online communities.
Even three months later, in October 2006, a Google search on the keywords ‘Zinedine Zidane game’
discovered many online resources for the same game. The Zidane game therefore satisfies the second
success criteria, as it employs the peer-to-peer information conduit.
The message transmitted in the Zidane case was an interactive online game. The game itself is
very simple, based on Adobe’s Flash, basic graphics and minimal game-play. From the web game
developer’s perspective, the purpose of the game is twofold: it aims to entertain and it seeks to
comment on a news event, hence it is categorised as a ‘newsgame’ (Frasca, 2006). The original game
was enhanced with a timer and score at a later time. The game further provoked different spin-offs such
as FootyMax (www.footymax.com/zidane.htm), where the various views of stakeholders are
interpreted and pictured in a funny fashion. The French, for example, would have seen the Italian
player running against a lamppost. The game scores on source imagination and contemporariness, for
the fact that making a game about a topical, controversial action on the football pitch is engaging. The
Zidane game therefore addresses the third critical factor, message content.
The Zidane game is in a format that is suitable for viral communication as it is a computer game
that can easily be transmitted over the Internet. A particular feature of the game is that it stimulates
recipient action: the receiver of the game is encouraged to play the game. The game is easy to use and
understand, and it is funny. The game is about a topical event that reached a wide coverage in the news
and promotes transmission through its characteristics including this association with the recent news
event. The Zidane game therefore satisfies the fourth critical requirement, appropriate product
characteristics.
When it comes to the overall campaign structure, there is no information available regarding legal
issues raised in regards to the game. Potential legal concerns can arise from using images of the two
players, therefore infringing image and personal rights. Another possible question is whether FIFA
World Cup copyright laws have been breached and whether FIFA will take legal action against the
game developer. The violent action displayed by Zidane during the game is a negative feature of
football over which FIFA has only limited control: during the game, the referee did send Zidane off the
pitch and FIFA did carry out an official investigation following the game. A specific feature of the
Zidane game campaign structure is that it is short-lived, being based on a news event (Frasca, 2006). In
terms of ethical issues, there are no indications that FIFA had any involvement in the message
development and transmission process. A specific ethical aspect regarding the game is the fact that it
displays violence, which message recipients and victim support groups may find disturbing.
Social viral communication as evident in the online game case contains messages about certain
brands, organisations, events, etc. These parties and product/services involved can benefit from this
type of communication. Still, the lack of control over message content can be an issue. Another
important thing to note is that as news-games are topical they may end up having a shorter life -time
span, which wears off as the related news and events buzz decreases. Still, this case clearly illustrates
the potential of viral marketing as an information transmission mechanism that could be used for
commercial purposes too, as show in the following two cases.