be SEEN be HEARD be UNDERSTOOD

The title originates from a small marketing agency with a big brain out of Westborough, Massachussetts. Kel & Partners, an extension marketing firm, were awarded with the best viral marketing for 2006 at the annual Massachusetts Innovation & Technology Exchange Awards (MITX). The MITX Awards is the largest and most prestigious awards competition in the country for technology innovations and celebrates the best creative and technological accomplishments emerging from New England. According to www.Earthtimes.org, a Web site publishing the latest news reports, and the Public Relations Newswire, the firm's campaign for Centive, a leader in on-demand sales compensation management, was one of the best implements of technology innovation in the nation.

The "BicBac campaign," Kel & Partners viral creation, is an animated parody of business relationships and challenges. The video can be viewed here.

Without having to spend any money on a media buy, Centive successfully leveraged BicBac's viral approach as a humorous way to increase awareness, generate revenue, generate quality leads, drive registration and increase its customer base.


The viral video, shown to the right, humorously compares the "Finance" guy with the "Sales" guy without getting too personal. Considering the topic is often a tedious one, the firm did the unthinkable and used animated businessmen with abnormally large heads to portray each occupation and relay the message of Centive.

Centive's homepage has the viral video to the right, introducting it by saying, "Living in Commission Chaos? GO!" The rest of the site is a very plain blue, orange, and white so the technique certainly livens it up a bit. I think the firm deserved the award because the topic of finances is often a dry and unexciting one so it is important for clients to surprise their customers- potential and new- with important information in an interesting manner.


I hope you get the inCENTIVE to visit again for more exciting viral marketing news!

~Lisa