TV
Leaving Viral Back In 2009
Here’s a post I meant to write at the beginning of the year, but I never got around to it. Thanks to the “#snowpacalypse” in NYC (or few inches on the ground), I had a bit of time to aggregate links last week. Now that it’s Friday I have a bit more time. So let’s get down to business.
I, like many planners, having been keeping track of and keeping my clients up-to-date on the content online that’s spreading across many people for a while now. It started years ago as a way to shift the conversation away from “We want the next Tea Partay” to “what’s right for us and our audience and what would they want to pass along” by providing examples with various levels of taste, humor, shock, etc. Plus, because the majority of “viral successes” come from individuals, it was helpful to start looking more closely at what companies were doing.
Fast forward to present. Thankfully we don’t get too many briefs with “viral” as a deliverable anymore. But for those who do, there’s been some great thinking about the problems with the term/request done by Faris, Bud, Paul and Ivan. However, I still do collect examples of (mostly) brands’ attempts to produce (mostly) video content to be passed around…and rack up that coveted 1 million YouTube views.
Since I had all these links in my delicious or email, I figured I’d put them all in one place and share them with you - just in case it’s useful in any way. Without further ado, the 2009 “viral” year in review:
Q1 kicked off with Mini has some fun with the “Is it fake?” theme of many viral videos. Geico feeds off the equity of the Numa Numa Guy to create a hit video (though other videos leveraging memes that they put on their YouTube channel “itsthegecko” had significantly less views). Nike had Taylor Momsen (from Gossip Girl) do some parkour to avoid the paparazzi. Ray Ban “Never Hide Films” (behind the catching sunglasses video which has over 4 million views) came back in early January with another video, which did not get quite the same response. Cadbury, on the other hand, came back strong (after the drum-playing gorilla) with “Eyebrow Dance” and got a lot of views.
Then, there were the commercials, which were heavily spread online like McDonald’s Fillet o’ Fish commercial, which has a techno song remix as well. Though, Pharrell trying to get the Mickey D’s in Paris airport gained more traction. Then, there were ones that just didn’t stir up the controversy they had hoped to, such as Domino’s CEO going hard at Subway.
After his death at the end of June, it was no surprise that Michael Jackson was all over the Internet. Millions of views for everything from this old Pepsi commercial to this Twitter mashup to the tribute by Philippines detention center inmates, who are more famous for their original Thriller performance.
Back to brands, Samsung put out this LED sheep thing which got tons of views. Then followed up with more crazy stuff at a trade show. I know it’s a TV campaign, but the geeks went gaga for this Intel work. And sticking with tech, peeps have been all about Xbox’s Project Natal and its first official look. T-Mobile is back (in the UK) with a follow-up to their train station dance, getting a crowd together to sing “Hey Jude”.
There’s what Nike did for Free And what FC Barcelona’s coach put together with Catalonian TV before playing Manchester United in the Champions’ League Final, which was inspired by this.
Remember the EA Sports response to Tiger Woods superfan and YouTube user? They tried to build off it (but less successfully) with this before the Open. And I think Gilette’s still sour that Philips had such a hit with their body groomer (”Shave Everywhere”) work a few year’s back and came out with this “manscaping” tip video. But that’s probably better than the Comfort Wipe infomercial out there and Burger King “Square Butts” (Sponge Bob + Sir Mix-a-lot) commercial, both of which have been racking up views online.
Of course you’ve seen “I’m on a Boat” by Lonely Island, but even better is this a Capella version. Plus, on the subject of singing (or lip-syncing in this case), here’s a kid who produces and broadcasts his talent from the Apple Store.
There’s the Kanye interrupting Obama mash-up and likely the most viral video as of the year (parodied on NBC’s The Office): “JK Wedding Dance“.
Nike, EA and RayBan returned with Skateboarding and Ice Cube, FIFA 2010 and a SxSW video respectively.
Discovery Channel launches a bunch of mini-clips for Shark Week. Disneyland brings us a magical (come on, don’t be a hater) proposal. Evian helps you feel young…with roller-skating babies. And MSI gives us “Guy catches laptop with his butt.”
United Airlines gets firsthand experience in the power of the customer and a PR nightmare when they broke a dude’s guitar. The Muppets sing Bohemian Rhapsody. There’s a Christmas Light Hero and a Gap commercial tribute.
Over the holidays, we had the option to stay warm by the fire or with your Weezer Snuggie. But, as NYC Health advises, stay away from the soda (WARNING: KINDA GROSS). And if we ventured out, we could have brought some money for the Salvation Army and ImprovEverywhere. While brands were not pumping out as much online video content as in past quarters, there was this nice set of videos for Google Chrome.
And there you have it. Say goodbye to 2009 (again)..and (now) to “viral.”
Really, Seth
Every so often, I like to tout the accomplishments of people with whom I share a name - first or last. It becomes a sort of bitter celebration and serves as a motivational tool for me to get my act together. Well, not necessarily my act as in part of a play or even comedy sketch because that’s where Seth Myers comes in with this silly new SNL segment:
Other Seth (Gray), I fully expect a comment here.
Are Athletes Not Enough for Gatorade?
I’m honestly not trying to drink the Hate-orade (I know too easy), but I really don’t understand this move. Why would Gatorade do this campaign? What was its objective? To gain urban credibility? To launch a new bottle with the Big “G”? Why does Pepsi Company just seem to think think a refresh is in order across the board? Don’t get me wrong, I’m all for experimentation on the design and advertising tip. But I just don’t see this one at all. And that’s even as a big fan of the JabbaWockeeZ (big enough at least not to have to look it up to spell it) and spoken word poetry (on Saturday nights past you couldn’t find me at the club, you could find me watching Def Poetry Jam on HBO on my couch…I wasn’t a grouch/ I was awaiting De La Hoya / Because even though I’m an Irish Jew I look Latino / Ja Rule baby!). I put it out to Twitter and got pretty much all negativos:
Here’s the pillar spot, which incorporates athletes at least (and comments are split 50/50)…
SNL Digital Short…
Or quick. (You’ll get it when you watch the clip below. You may not find it funny. But you’ll get it.)
This video makes me want to start the Inbox of Immaturity back up again. Last night’s SNL was solid on the whole with John Malkovich as host. The Huffington Post has a handful of the best stuff, but this is the one that people will no doubt be looking for on a Lazy Sunday. (See what I did there.) It’s unfortunate that the title of this short is visible because part of its hilariousness is in the shock value. However, I won’t spoil any more surprises like cameos. Oh, just watch already:
Also, I know the sponsor of SNL’s videos change, but I have to mention when I grabbed this one’s embed code of this “Extra Fruit Sensations” gum. Amazing.
B-fore You Go to B-School, Consider This
Here’s an interesting idea that seemed worth a post rather than just a delicious bookmark. Seth Godin is offering an alternative to Business School - spend 6 months in his office. It’s an “apprenticeship/not-internship/graduate school/charm school track-changing opportunity.” Yes, apprenticeship slash grad school…and not the other way around. And yes, that Zoolander reference probably wouldn’t fly in an application to his program or any of the prestigious universities from which he may steal talent. More probable than getting the MBA-seeking to reconsider, he’s created something motivating for the entrepreneurial path-changer. The idea is great, the timing is even better, and the price is best—it’s free. If I hadn’t found something real and if I wasn’t so into keeping it real here at W+K NY, I’d definitely give it some serious consideration.
UPDATE: My buddy, who is likely headed to a top ranked business school next Fall, passed on this site to get prospective B-schoolers take on Other Seth’s offer. Also, note to planners, the Business Week Business School forums are usually filled with great opinions, emotion, and insight. Last note, my friend did not want a “shout-out” on the blog because he’s “trying to stay as much under the radar online as possible until this whole silly business school process is over…interviews and such.” Now there’s a new, FREE perspective for us bloggers.