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Open Source Technologies

Notes
up to 16 people to fill it. The Wisp landed on exotic locations and flavors—a woman could
send a virtual kiss from Paris to her crush. Spin the Wisp became a novel way to flirt.

Results

Big Fuel reports that a Real Life Twitter video produced with CollegeHumor netted more
than 1.7 million plus views. The video featured man-in-the-street style interviews by a
standup comic who walked around blurting out things like: “I just found this new wisp.
Anybody want a kiss?”
The Kip Kaye video “Quick Draw Gadget” in which Kip constructs a quick draw gadget
out of a Colgate Wisp, has generated more than 1 million views. In total, the eight videos
in the “Be More Kissable” series racked up more than 4.1 million views on YouTube as of
late June 2010.
The two most recent videos for Colgate Wisp are College Humor POV “New Year’s Eve”
which logged 1,255,872 views and Michelle Phan’s “Kissable Lips” video which has 1,791,352
views as of late June. All the videos were seeded on multiple video-sharing sites.
The game saw a 10% click-through rate. Each time someone received a virtual kiss, they got
a notification that appeared on their wall. The 10% click-through rate was based on the total
number engagements vis-à-vis the notifications.

The average number of spins per install on Spin the Wisp was 7.6. There were more than
100,000 engagements and 40,000 + installations of the widget and more than 1 million unique
impressions of the widget. There were 500,000 views of a faux Wisp infomercial.

Overall, as of May, 2010, Big Fuel reported 6 million+ total engagements with the Wisp campaign
(widget installs, video views, game plays, pass-alongs). Big Fuel considered “engagement” as
active participation, meaning someone played the game, shared it, watched a video—there
was a 10-second minimum on viewing—and commented on a video, Savar said.

Questions
1. What kind of challenges Colgate faced during promoting their product?

2. What kind of Strategies Colgate follow during promoting their product?

5.5 Summary

• After you have compiled or installed PHP, you can still change its behavior with the php.
ini file.
• PHP is a general-purpose scripting language originally designed for web development to
produce dynamic web pages.
• PHP was originally created by Rasmus Lerdorf in 1995.

• Some versions of the Windows PHP Installer use c:\php4\pear in the default include
path, but this directory (c:\php4) is different from the one created by the PHP Windows
Installer.

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