How To Take Your Brand Global, Virally!
Posted by Scott Dunn on August 8, 2008
As most of you know who read my blog, I am not a huge fan of viral marketing. It is not that I do not believe in the concept, it is that companies tend to follow in love with the process and forget about the true goal…the RESULTS! Also, companies tend to put to much emphasise on the viral campaign and let other parts suffer. (You know, like the call to action part.)
Every once in a while, I see a viral campaign that works very, very, very well. The campaign below is in the form of a video and it rocks. Why does it work so well? Simple: It is entertaining, fun and DIFFERENT. It begs me to forward it out to everyone I know.
This was sent to me by someone who attended Pod Camp Boston. You know the video must be good to be shown at a Pod Camp. With over 20 million views on You Tube, that alone should tell you about the video.
On a side note, I would like to give a HUGE kudos to Stride Gum. You truly understand what it means to take a brand global. Think of the fortune 500 companies that could have come up with this or sponsored Matt. Companies with nearly unlimited resources, yet an obscure chewing gum company is the winning brand.
Let me know what you think! Would you like your brand associated with this video?
Matt if you are ever back in Atlanta, please give me a call. I would like to dance with you! Also, just to let you know, the next time I am in the store I will search out Stride Gum and give it a try.
Who ever says advertising does not work, obviously does not understand how to advertise.
This entry was posted on August 8, 2008 at 12:19 pm and is filed under Advertising. Tagged: Advertising, marketing, Town Planner Calendar, Scott Dunn, GA, gnfcc, George Lemmond, viral marketing, small business marketing, digital advertising, digital media, townplanner, digital marketing, alpharetta advertising, johns creek advertising, city of milton advertising, atlanta advertising, b2b advertising, advertising atlanta, money mailer, valpak, advertising ga, advertising roswell, advertising sandy springs, social media advertising, greater north fulton chamber, greater north fulton chamber of commerce, tonwplannerga, dunnsdenblog, dunn's den, metro atlanta chamber, metro atlanta chamber of commerce. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Georgia Generals Football said
I want some gum, wait, I want to dance, no I want to chew gum while I dance
Build a brand, make it a household name. Every been asked what kind of coke you want? Sprite, Coke, Dr. Pepper? What kind of Stride do you want?
Dave said
Hmmm, great feel-good video, but great for Stride Gum? I never saw anyone enjoying gum-chewing in the video but saw great joy in celebrating life by dancing. Maybe a great campaign for shoes or clothes (notice the diversity of clothing), a travel company or even a credit card company (“travel: $50,000; dancing around the world: priceless”) but gum? I don’t think so. Occasionally the big guys come up with innovative ads and I love to see the small guys innovate but either way, it has to fit the brand.
thecreditmaven said
I totally agree with your words. Internet opportunities are endless and whoever can think outside the box can capitalize in ways yet unimagined. The video was fantastic!!
JReid said
This is one of those things — that when you’re in the advertising or marketing business — makes you wish like hell you’d thought of this first. It’s brilliant. It’s the 2008 version of “I’d like to teach the world to sing” — and it’s perfect that it has nothing to do with gum. (At least in this marketer’s opinion.) Gum is really just gum. None of it is all that long lasting. Remember that little cube gum that squirted some kind of minty liquid out of the center. Eww. There’ve been no substantial improvements in gum — I mean Juicy Fruit is the same as it was a gazillion years ago when I was a kid.
These folks found a great way to reach their target, the buyers of gum, (and US!!) — and probably spent a fraction of what Coke does on a quarterly print campaign.
I want Matt to come to my place. I’ll foot the bill. Gladly.
JReid said
One more thing —- Scott — thanks for bringing us stuff like this. It keeps the conversation going. It dares us. It makes us a teeny bit uncomfortable. And it keeps us honest.