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Test Code : 190-955
Test Name : IBM WebSphere Portal 6.1 Deployment and Administration
Vendor Name : Lotus
: 158 Real Questions
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A true-tier New England institution has adopted a strategic multi-yr infrastructure modernization project to exchange out-of-date systems, and raise IT capabilities while maximizing the return on all IT investments. The challenge involves upgrading hardware, buying new application and practising the construction and operational businesses. significant to the modernization approach is the implementation of a carrier Oriented structure (SOA).
SOA is an architectural method to building that emphasizes an normal platform for the design of distributed functions in preference to specific applied sciences. The mainstay of SOA is the definition and implementation of utility features, even with vicinity or ownership, that map directly to a system or business methods-features encompass interfaces and the guidelines that govern them at run-time. SOA merits encompass unfastened coupling between interacting methods and platforms, a ubiquitous integration mechanism in keeping with business requirements, aid for on-demand advent of composite functions and the capacity to leverage present property whereas enhancing operational effectivity.
determine 1 provider Oriented structure
The transition from typical software building and deployment to a provider-primarily based approach is colossal and cannot be put into practice in a single day. Working with their accomplice, Collaborative Consulting, the university's IT department outlined a roadmap for incremental adoption of SOA. One potential of the incremental approach is a right away return on investment and the skill to choose the ordering of conversions to greatest meet the short and lengthy terms desires of the college. The the rest of this text describes a six-month undertaking that launched the SOA adoption technique by way of imposing a aid Oriented commercial enterprise carrier Bus (ESB) the usage of 1060 research's NetKernel.issue area
greater tutorial associations are under consistent power from students, team of workers and alumni to deliver the class of online functions they have got grown familiar with of their lives including precise-time 24/7 entry to suggestions by way of intuitive interfaces and streamlined automatic strategies. on the same time there is expanding pressure from management, guidance committees, and boards to manage prices. consequently, bigger tutorial associations IT departments such as the tuition's should be ingenious and pragmatic when investing in new capabilities.
The school IT branch helps a wide selection of purposes including commercial off the Shelf (COTS) items corresponding to PeopleSoft, mainframe legacy purposes constructed on desirable of a customer tips control equipment (CICS) and up to date J2EE net purposes developed using Oracle application Server Portal. additionally, most of the applications engage with third birthday party utility provider suppliers (ASP) and supply historical information to a data Warehouse (DW). All of those should be integrated and coordinated with the new SOA method.
The tuition historically has integrated business systems the usage of IBM MQ and FTP. This natural method resulted in a couple of factor-to-element (P2P) integrations. These P2P integrations are costly to retain and have resulted in tight coupling between the customer and issuer. besides the fact that children, the existing atmosphere turned into already the usage of a light-weight message exchange state transfer (MEST) method it's leveraged to enable for additional innovation. An enterprise service bus (ESB)-a sub-category of a message bus architecture-provides for a extra decoupled ambiance and, whereas it has a far better up-front can charge of deployment, it changed into determined that the value of an ESB increases exponentially over time while the expenses of extending the gadget remain linear and predictable 1.
The institution's IT department has a small group of committed architects and application engineers, lots of whom have developed capabilities within the greater training domain via their tenure. because the group is small, each and every member often takes on distinctive roles together with assist and administration. because of this, the IT department required an answer that could accomplish right here:
provider Oriented Architectures can be applied the use of a couple of distinctive patterns and applied sciences. The accepted strategy uses patterns outlined in the WS-* specifications and you will opt for from a vast spectrum of expertise items ranging from open supply solutions similar to Apache ServiceMix to industrial suites similar to Cape Clear and Sonic software. regrettably, the WS-* standards are in a relentless state of flux and may overwhelm builders making an attempt to digest over 1300 pages of detail. for instance, if adhering to the all specifications, it could take right here steps/projects to implement a soap provider:
The industrial ESB suites out there had been evaluated and considering the fact that the IT group is relatively small, the determination changed into made to look for a solution that would effect in a low-friction system that might foster the type of innovation a small group of IT resources may undertake and would not force the community right into a centralized service ownership mannequin that relied on a single supplier. The tuition's domain is extremely fluid, with manner changes, application adjustments and integration adjustments; therefore what become crucial become an overall architecture and method that turned into a reflection of the genuine nature of the university.
considering the fact that message requests already were based because the critical switch mechanism across the college, a RESTful or useful resource-Oriented method become employed to implement an SOA. relaxation is in line with a small set of largely-permitted standards, such as HTTP and XML and requires far fewer construction steps, toolkits and execution engines. The three key merits of a RESTful approach to SOA encompass a lessen can charge of entry, sooner time to market, and flexible structure. A useful resource-Oriented method goes past a RESTful method and provides a deeper more extensible and transport independent basis. while leisure design patterns advocate the use of HTTP a useful resource-Oriented structure supports functions related to HTTP in addition to transports reminiscent of JMS or SMTP.
youngsters a couple of ESB implementations corresponding to Codehaus Mule assist relaxation, handiest 1060 NetKernel is constructed upon a resource-Oriented Computing Platform 2 (therefore, “ROC”). The core of resource-oriented computing is the separation of logical requests for suggestions (materials) from the physical mechanism (code) which promises the requests. functions constructed the use of ROC have proven to be small, essential, bendy and require much less code in comparison prevalent methods. This made it the most reliable expertise to build a know-how platform.2. technology Platform
NetKernel is useful resource-oriented middleware that gives core enterprise service Bus (ESB) capabilities, addressing, routing and records transformations and might act as a provider registry orchestration engine. NetKernel is a wealthy providing and also provides advanced capabilities for XML transformations, cache administration and multi-threaded processing together with distinct transport protocols, together with HTTP and JMS and a soap engine enabling it to provision typical net features. NetKernel is a superior basis for heterogeneous commercial enterprise integration.
Conceptually, NetKernel offers entry to resources recognized by way of a common resource Identifier (URI) handle. All URI addresses are managed within a logical tackle space. A relaxation-primarily based micro-kernel handles all requests for resources, resolving the URI from the tackle house and returning a illustration of that resource. Requests to the micro-kernel can also be made to create new supplies or update or delete existing supplies.
bodily, a NetKernel system is composed of modules which expose public service interfaces and resources by means of URI addresses. akin to a Java EAR, a module incorporates supply code and useful resource configurations. Modules can also logically import a further module's publicly uncovered capabilities and elements incorporating them into the address space. because imports seek advice from a module's logical name and might specify a version quantity, diverse versions concurrently can be run and up to date in a reside gadget. provider requests are injected into NetKernel by transports, which can be event detectors residing on the edge of a equipment. provider patrons can ship requests by means of any supported transport such as HTTP or JMS.
figure 2 know-how Platform
HTTP is a stateless request-response application protocol. The request message structure is produced from a command, headers, and a body. The response message is constituted of a standing, header and a body. shoppers and servers exchange these messages using Transmission handle Protocol (TCP) sockets. The customer-server interactions will also be secured at the transport layer the usage of the at ease Sockets Layer (SSL) protocol whereas the message itself will also be secured using encryption and a digital signature. finally, a consumer can also be authenticated using HTTP-basic or HTTP-Digest authentication schemas 3.
The Java Message provider (JMS) API provides the platform for enforcing asynchronous capabilities. youngsters, the API requires a issuer, during this case IBM WebSphere MQ. IBM MQ is Message Oriented Middleware (mother) and offers queue-primarily based verbal exchange channels amongst functions. Channels are applied the usage of factor-to-element or Hub & Spoke topology. in addition to transporting messages, MQ can additionally address workflow, technique automation, facts transformation, monitoring and management.3. resource-Oriented features
A resource-oriented provider gives transport-impartial stateless entry to a aid. A aid is an abstraction of tips. for example, a scholar's registration is an abstraction that can have representational varieties reminiscent of an internet page, an XML document, or a PDF file. A carrier exposes every aid representation the use of a useful resource identifier or handle. The useful resource identifier is basically a relative general aid Indicator (URI). A URI consists of two materials, the scheme (e.g. HTTP and FTP) and the tackle. The 2d a part of the URI is relative. The tackle, /area/account/45322, is relative until it is associated to a scheme equivalent to http, http://domain/account45322.
determine three useful resource Oriented carrier Conceptual mannequin
The provider defines a collection of movements, Create, study, replace, and Delete, that can be invoked on a resource. in addition, definite actions might also set off guidelines or company good judgment. When a resource is requested, a actual immutable representation of that summary aid is again. different types of representations will also be lower back in response to business logic, such as the category of consumer. as an example, most lower back-end strategies require an XML doc while a entrance-conclusion process can also require a JSON object. The carrier can also obtain a illustration growing a brand new useful resource, or updating an current aid. at last, the provider can receive a request to delete a aid.
figure four useful resource Oriented service interaction mannequin
A transport resides on the fringe of a device and when it detects an experience it considerations a corresponding interior root request. as an instance, the HTTP transport listens for a purchaser's request for a Uniform useful resource Locator (URL), specifying an access system (e.g. GET, PUT, post, & DELETE). The URL is changed into an internal relative URI and the entry system is translated into an action. in the case of a request over JMS, the URI and motion are passed as message header parameters. furthermore, if a aid illustration should still be lower back, a return queue parameter is exact within the header.
In a RESTful equipment, access to components is stateless which skill each request have to have a way to circulate context as meta-assistance. In customary, the transport defines a message constitution comprising a header and a physique. The header is used to move the meta-assistance while the body is used to pass the resource representation. as an example, if a aid-oriented carrier is exposed over HTTP, authentication guidance may also be passed within the header, and if the carrier is uncovered over JMS that identical information can also be passed as an encrypted header parameter.
aid-oriented functions are developed the usage of Maven four and packaged as NetKernel Modules. Maven is a device for constructing and managing application inside the context of a “challenge.” Maven tasks are described via a mission Object model (POM) XML. The POM defines the software's dependencies, build process and deployment structure (e.g. JAR, war, EAR). furthermore, a Maven assignment can be used to generate a assignment internet website and installation utility. in this case, Maven packages capabilities inside a NetKernel Module and publishes tips about these features to a registry.
figure 5 resource Oriented provider developmentfour. aid-Oriented enterprise carrier Bus (ESB)
A resource-Oriented commercial enterprise provider Bus (ESB) become applied the use of NetKernel. at the heart of NetKernel is a RESTful or aid-oriented microkernel liable for resolving logical URI requests to actual code endpoints and scheduling the request on an available CPU core. whereas the mapping of logical handle to physical code is defined within the software structure, the precise binding of logical address to physical code happens only at some stage in a request and is then discarded.
as a result of each request to the micro-kernel is certain anew, equipment administrators are free to change the association between logical handle and physical code while the equipment is operating enabling capabilities corresponding to real-time are living code updates. performance in follow is ironically now not degraded by this indirection and binding but somewhat stronger as the URI address acts as a key to NetKernel internal cache. If any aid is re-requested and dependencies have not modified then the cached illustration is lower back in its place of being recomputed.
the use of a resource-oriented microkernel has a couple of key merits. First, carrier interaction is at a logical in preference to actual degree. This results in loosely coupled interactions, thereby lowering the have an effect on to the purchaser and company when adjustments are made to the physical implementations. second, the outcomes of requests are cached, hence reducing the standard cost of provider composition and orchestration. as an instance, if a set of orchestrated functions depends on a common carrier, the underlying physical code of that common provider seldom may be performed. finally, all inner requests to the microkernel are asynchronous, allowing processing to scale linearly as extra CPUs are introduced to the host server.
The ESB is basically accountable for provider provisioning and security. provider provisioning comprises exposing useful resource-oriented features to patrons over transports reminiscent of HTTP and JMS. The transports map the exterior URI and entry method to an interior resource-oriented carrier and action. inspite of the transport, the body of the request, akin to an XML document or JSON object, is passed as a parameter named ‘param.' in consequence, the useful resource-oriented capabilities are decoupled from details of transport particular good judgment and truly, extra protocols can also be added at any time with out impacting current code.
figure 6 aid Oriented provider Provisioning
The useful resource-oriented features, in turn, delegate to a set of customized infrastructure services and core services offered via NetKernel. NetKernel provides an in depth set of core capabilities. for instance, core functions exist for XML and cleaning soap processing, CRON Job scheduling, and SMTP interactions. The core capabilities dramatically cut back the volume of code that needs to be written to put in force a useful resource-oriented carrier. custom infrastructure capabilities are used to expose capabilities which may also be leveraged in the higher education domain.
every request to the ESB is first authenticated, then approved and (in some cases) audited. Transports authenticate an incoming request based on a consumer-identify password aggregate and then delegate authorization and auditing to a protection provider. Authorization involves verifying that the recognized customer has the acceptable privilege. A privilege is created from a relative URI and an action. for instance, a customer may well be authorized to study but now not to replace or delete the aid student profile, recognized with the aid of the relative URI /area/scholar/identifier/profile. Unauthorized requests automatically are audited and there exists the alternative to audit in response to the recognized purchaser or privilege. The account, privilege and audit information is stored in an embedded Hypersonic database.
figure 7 resource Oriented provider securityabstract
aside from a run-time service governance answer, such as Actional or ManagedMethods, middleware for imposing an ESB is essential to any successful SOA initiative. without an ESB, a firm is effectively increasing the variety of expensive aspect-to-point (P2P) interactions the use of internet services. while there's large disagreement as to the composition and intention of an ESB, most can agree on a collection of core capabilities including service addressing, message transformations and message routing. An ESB applied using NetKernel middleware offers these capabilities and more superior capabilities comparable to provider registration and orchestration.
The NetKernel product allowed the school to enforce a resource-oriented ESB. A aid-oriented ESB is essentially an open necessities-based mostly enterprise integration framework. This framework allows for an commercial enterprise to in the reduction of or dispose of expensive point-to-aspect interactions and decreases the time to market for introducing new capabilities. additionally, this framework has a reduce preliminary charge of entry than a traditional business integration framework in line with the WS-* specifications. moreover, due to the fact that NetKernel and ROC provide for integration on a per-carrier groundwork, the school can push the integration performance to the fringe of the community (as a URI), which translates into more suitable service management and scalability. in brief, this framework gives a company exceptional commercial enterprise architectural agility.
In less than six months, a group of three application architects changed into able to put into effect a aid-oriented ESB and several preliminary useful resource-oriented functions using NetKernel middleware. The successful implementation of the ESB launched the school's incremental adoption of SOA. A resource-oriented approach allowed the team to leveraged current assets and technical competencies. Going forward, the college's IT department now has the capability to fulfill the ever increasing consumer demand by means of taking capabilities of reusable functions and composite purposes while decreasing or eliminating the P2P integrations.in regards to the author
Jeremy Deane is a Technical Architect at Collaborative Consulting. He has over 12 years of application engineering event in management positions. His areas of abilities consist of enterprise structure, performance Engineering and application process growth. additionally, he has Masters in tips programs from Drexel college and has these days posted a white paper, document Centric SOA.
New enterprise-wide Product Suite for local executive makes use of Microsoft®.net and repair-Oriented structure for Interoperability
LAKE MARY, Fla.- SunGard Public Sector kicked off its annual native government overseas consumer group assembly with the news that ONESolution, its new suite of ERP, neighborhood building, and public safeguard and justice items, is now available. ONESolution additionally contains a consolidated country wide citizen capabilities ePortal.
“we're at a important moment for their trade, a time for innovation and evolution,” spoke of Tom Huber, president of SunGard Public Sector’s native govt enterprise unit. “we've applied basically thirty years of adventure in the local government and never-for-earnings expertise space toward their latest suite, ONESolution. constructed from the floor up in Microsoft .internet and leveraging the newest carrier-oriented architecture and windows presentation framework for more suitable usability, effectivity and integration, ONESolution is designed to aid their valued clientele do extra with much less.”
The SunGard Public Sector international clients’ community is a premier annual experience for clients of SunGard Public Sector utility, presenting working towards and information classes, as well as previews of upcoming products. ONESolution changed into featured as a part of the adventure’s opening session, together with a reside proof-of-conception demo the usage of Microsoft’s surface gesture-driven consumer interface and Apple’s iPad.
the brand new Microsoft .internet options are developed on a carrier-oriented structure (SOA), a framework for designing application purposes that emphasizes shared processes and adaptability to enable faster response to altering customer wants. SOA allows for for interoperability and integration, not best with existing SunGard Public Sector products, but also with clients’ in-house or third celebration techniques. moreover, the brand new options supply a role-primarily based standard consumer interface and comfortable single sign-on designed to guide the needs of certain cell and workplace-based group of workers within each and every branch.
The national citizen functions ePortal is designed to consolidate on-line govt assistance and charge functions right into a single web page and to function throughout SunGard Public Sector’s customer jurisdictions via a collection of interlinked local portals. IBM’s Websphere Portal categorical 6.1 offers the framework for the Java-based ePortal solution. This IBM portal is designed to safely combine suggestions from each the business and the net.
About SunGard Public Sector
SunGard Public Sector serves a wide range of shoppers—city and county governments; public security, justice, and safety corporations; college districts; no longer-for-earnings corporations; and state and important governments. SunGard Public Sector items encompass public administration, public safety and justice, and k-12 training application purposes, in addition to performance management and managed capabilities. These solutions have an impact on more than 140 million citizens in North the usa and 50 million residents in the UK. consult with SunGard Public Sector at www.sungardps.com.
About SunGardSunGard is among the world’s leading software and know-how features organizations. SunGard has more than 20,000 personnel and serves 25,000 shoppers in 70 countries. SunGard offers utility and processing solutions for monetary capabilities, higher schooling and the public sector. SunGard additionally gives disaster healing capabilities, managed IT functions, counsel availability consulting features and business continuity management application. With annual salary exceeding $5 billion, SunGard is ranked 380 on the Fortune 500 and is the biggest privately held enterprise application and IT services company.
Trademark suggestions: SunGard, the SunGard brand and ONESolution are trademarks or registered logos of SunGard information programs Inc. or its subsidiaries within the U.S. and other nations. All different exchange names are logos or registered emblems of their respective holders.
To prepare the ambiance for the educational, you will create a deployment configuration in WebSphere Portlet manufacturing unit, create a database and a table in DB2, and create a datasource in WebSphere application Server.WebSphere Portlet manufacturing unit—Create a Deployment Configuration
A deployment configuration is a collection of properties that outline your deployment suggestions. An application server is needed for checking out the models within the tutorial and you may create a deployment configuration for the application server illustration. Your WebSphere Portal installation has two WebSphere applications Server cases: server1 and WebSphere_Portal. during this section, you are going to create a deployment configuration for the WebSphere application Server instance WebSphere_Portal.
Enter WAS61 or supply a distinct identify of your option.
Enter became 6.1 deployment configuration or give your own description.
opt for WebSphere utility Server 6.x from the drop-down.
installed purposes Dir
Enter your WebSphere Portal installed listing.
Enter your WebSphere Portal host name.
Specify Deployment Credentials
opt for this examine box.
became Server for deployment
choose WebSphere_Portal from the drop-down.
Enter your WebSphere Portal Administrator person identification.
Enter your WebSphere Portal Administrator password.
determine 7.10 New deployment configuration efficiently created
in this setup step, you have created a deployment configuration for deploying your initiatives.DB2—Create a Database and a table
here is a setup step required with the aid of Tutorial 7.2.
Pet travel assurance
Pet provider for canine
Pet friendly lodging
Pet sitting whilst you shuttle
in this setup step, you have got created a database and a table for creating a portlet that accesses a database.WebSphere application Server—Create a Datasource
here is a setup step required by means of Tutorial 7.2.
Create a datasource.
during this setup step, you created a datasource for database PetDB.
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Viral marketing case study: Skittles Touch: Cat | 5m views
In the age of touchscreen and interactivity, Skittles used an endearingly old-school method of engaging (and ultimately creeping out) the viewer with this series of ‘Touch’ ads on its YouTube channel. The best of the bunch was this ‘cat’ commercial, which has so far notched up 5 million views.
Wrigley has long abandoned traditional advertising for their Skittles brand, and have instead decided to create one increasingly bizarre ad after another. While their earlier attempts have not really set the digital world on fire, this new campaign “Touch The Rainbow” has turned out to be an online success. This Skittles ad follows in the footsteps of Burger King’s “King” character and “Subservient Chicken” and Tippex’s “A hunter shoots a bear“. The Skittles “Touch The Rainbow” campaign was made especially for online advertising by BBDO, Toronto, Canada. They have gotten interactive in the physical sense by making your finger a part of the action. A 'click for more videos' call to action at the end of the ad drives the viewer to a Skittles YouTube channel with more humourous 'Touch' videos. Again this drives viewer engagement through strong content, and creates lasting, positive brand recall.
Viral marketing case study: The T-Mobile Royal Wedding | 20m views
The sight of Prince William leapfrogging Prince Harry, Archbishop of Canterbury Rowan Williams getting his groove on and other royals dancing their way down the aisle was enough to create one of the most successful virals of the year.
The video was conceived by the mobile carrier brand T-Mobile and has gained well over 20 million views since being uploaded to YouTube on April 15. Set to East 17's "House of Love". It features a cast of royal look-a-likes, the video took its inspiration from the real-life wedding video and YouTube hit "Jill and Kevin's Wedding Entrance Dance," in which a couple and their wedding party danced down the aisle. That video attracted upwards of 64 million views. To date it the T-Mobile video has received more than 20 million views - that's not so far off the number who watched the big day on television in the UK.
Viral marketing case study: Dead Island: Official Announcement Trailer | 8m Views
In a year of high-profile game releases, this trailer for the relatively unknown game Dead Island was by far the most talked about console ad this year. With an innovative 'reverse story telling' premise, the trailer charts the tragic fate of a family caught up in a Zombie outbreak on a tropical paradise (warning: trailer below contains gory violence).
Axis Animation, based in Glasgow, United Kingdom, produced the spot for Polish firm Techland, revealing the spot on February 16th. Unlike the typical video game ad, which usually focuses on the action and intensity of the gameplay, the Dead Island trailer tells the emotional story of a family destroyed. Slowed down and played in reverse, the trailer slowly reveals how one of the young zombies became the creature she is. They watch a man throw her from a window only to find out later that this man was her father. They watch her attack her father only to see she had been a victim of the same mindless violence. Rather than simply another zombie, the trailer transforms a strangely relatable and sympathetic character. The trailer generated 8 million views on Youtube, and tens of thousands of likes on Axis Animation’s Facebook page.
Viral marketing case study: The Force: Volkswagen Commercial |45m views
This Volkswagen ad originally aired during the February 2011 Super Bowl broadcast, featuring a little boy dressed as “Star Wars” villain Darth Vader. He tries to use The Force to get his dog to rise, open the dryer, move a sandwich across the counter, and all in vain. Finally, dad comes home in the Passat.
Junior Darth starts with the Jedi gesticulations to get the car to do something. Dad uses remote start from inside the house to fire up the ignition. His son is shocked. He got the force to work. He thinks he started the car with Jedi mind tricks. The ad combines humor with feel-good cutesiness and pop culture, and was one of the biggest virals of the year, generating a huge 45 million views on Youtube.
Viral marketing case study: T-Mobile Angry Birds Live | 10m views
This promotional video from T-Mobile highlighted the phenomenally popular “Angry Birds” mobile video games.
Purportedly actual video of a promotional event held in Barcelona, Spain in May, the clip shows Angry Birds players at a kiosk in a public square which broadcasts their gameplay on a giant screen, followed by the eruption of large plastic bird heads into the square. The video attracted over 10 million views, and emphasised a key aspect of T-mobile offering in a fun and innovative way, while piggy-backing on the phenomenon of Angry Birds.
Viral marketing case study: Tipp- Ex: A Hunter Shoots a Bear | 26m views
Initially launched in 2010, this ad for European correction fluid Tipp-Ex continued its success into the new year. To coincide with the back-to-school period, Tipp-ex, promoted its whiteout Pocket Mouse. The ad features two obnoxious hunters confronted by a bear, and lets the viewer choose their own ending by typing a verb into the ‘tipp-exed area’.
Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and for the first time ever on Youtube, invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there's a video response. The campaign is signed : « White and Rewrite » . The video has so far racked up over 26 million views, with the average number of verbs tipped in by user coming in at 15.
Viral marketing case study: Carlsberg stunts with bikers in cinema | 10m views
This viral video for Carlsberg beer shows what are purportedly real-life “innocent” couples entering a Belgian movie theater that happens to be filled with 148 mean-looking bikers. While most couples leave, the ones brave enough to take their seats are rewarded with a burst of applause and a toast with bottles of Carlsberg beer as the message, "That calls for a Carlsberg" comes up on the cinema screen.
Brussels-based ad agency Duval Guillaume Modem came up with the stunt, which was staged in a cinema in Belgium. Carlsberg introduced its new strapline at the beginning of the year to promote itself as a beer that stands for tradition, quality and great taste.
Viral marketing case study: Smartwater: The Jennifer Anniston Sex Tape | 10m views
With over ten millions views, the Smartwater video or better titled ‘Jennifer Anniston Sex Tape’ has been a smash hit. A humorous self-parody, it includes all the attributes of the ultimate viral; cute animals, dancing babies, and a beautiful woman (Jennifer Anniston) acting seductively.
The real reason the video has been successful is that it doesn’t take itself too seriously. It’s a clever campaign that’s able to parody successful viral videos while at the same time weaving together the same ingredients (humour, sex, celebrity) into its own.
Viral marketing case study: Kolaveri Di | 17m views
The song 'Kolaveri Di' from Indian actor Dhanush's upcoming movie 3 has become one of the internet viral sensations of the year. The Tanglish song (a mix of Tamil and English) with nonsensical lyrics has already notched up over 17 million views on YouTube since its launch.
The song is performed by Tamil star Dhanush for his film "3", which is directed by his wife Aishwayra Dhanush. 'Kolaveri Di' translates as ‘rage’ in Tamil, and the song reflects on a broken love affair. The composer of the song, 18-year-old Anirudh, is unable to explain the phenomenon it has become, saying: "It's probably because of the funny, broken English and some amount of musicality, but I cannot really explain beyond a point." The unprecedented success can also be attributed to its appeal to India's youth market, and Sony Music Entertainment India’s plan to release the single track album.
Viral marketing case study: Who Killed Deon? |250 comments a day
This video campaign used Facebook to campaign against knife crime. Set up the Metropolitan Police, this campaign highlighted Joint Enterprise a little-known law that means anyone knowingly involved in a murder can be charged with murder. To show how even small actions lead to a murder charge, agency Lab created ‘Who Killed Deon?’, a murder mystery Facebook page, inviting viewers to hunt the killer.
Viewers interacted by guessing which of a group of suspects ‘killed Deon’. Following suspects’ stories, they discovered that although only one committed the stabbing, the others played a small but significant role. Under Joint Enterprise, everyone involved in this ‘whodunit’ did it, meaning everyone is charged with murder. At its peak, the campaign achieved 250 comments a day, with an average dwell time of 8 minutes. It was liked” by 50% of viewers at its peak- 5 times the average of all Facebook campaigns. Overall, the campaign achieved an engagement level 6 times higher than the average for all Facebook campaigns.
Viral marketing case study: John Lewis Christmas Advert 2011 | 3m Views
John Lewis’s Christmas ads have become something of an annual event, and this year's £6m commercial caused quite a stir on Twitter, pushing YouTube views up past the 3 million mark, and ensuring blanket media coverage. The ad follows the story of a little boy as he impatiently waits for Christmas Day to arrive.
Accompanied by a cover of The Smiths, Please, Please let Me Get What I Want the ad’s tear-jerking twist comes when it becomes apparent that it's not the big pile of presents at the end of his bed that he's been eagerly awaiting - but the simple excitement of giving his hastily wrapped gift to his mum and dad. The ad ends with the tag "For gifts you can't wait to give", says John Lewis. The ad spawned a number of spoofs (including a Shining parody), a sure sign of viral success.
Viral marketing case study: The Muppets - The Pig With The Froggy Tattoo Teaser Trailer | 10m + views (for all trailers)
After a 12-year break from the big screen, Disney needed to reinvigorate interest in the Muppets brand ahead of their forthcoming movie.
Throughout the year, Disney has been running spoof trailers on YouTube mimicking popular movies at the time, giving The Green Lantern, The Hangover Part 2, The Girl with the Dragon Tattoo, Twilight, Puss in Boots, Captain America, Twilight and Paranormal Activity a muppets twist. Meanwhile, the opening trailer Green with Envy began as a generic romantic comedy, but it quickly shape shifted into a trailer for The Muppets. The Muppets marketing encompassed nearly everything in pop culture and in doing so it gained the attention of millions around the world.
Viral marketing case study: KLM: Surprise | 1m Tweets
At the end of 2010, KLM decided to give something a little extra special to its passengers waiting to board its flights – some personalised random acts of kindness.
Using information from Foursquare and Twitter, KLM identified passengers currently checked in and waiting to board KLM flights. A quick search of each person’s social media profile garnered info about their personal interests/reasons for flying. Staff then purchased appropriate gifts which they gave to passengers prior to boarding their flight. More than 40 people were presented with gifts and, being social media users, the campaign received 1m+ impressions on Twitter alone. While the stunt certainly seems time exhaustive, it was enough to generate 1m positive Tweets, while this follow up YouTube ad leaves lasting positive brand impression.
Agency viral case study parody: Jumping on the cat bandwagon
And their favourite viral of the year is the brilliant parody of lazy creative agencies relying on kittens or cats for videos in an increasingly desperate way to ride a bandwagon that sailed away long ago… If the ideas running up their flagpoles are as confused as their mixed metaphors, like a cat running in treacle, then follow this link. One to share and enjoy long into the New Year…
Agree/ Disagree with their selection? Email the editor or comment below, and we'll compile a readers selection of the top video virals of 2011.
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