As we discussed in class, expenditure on online video advertising is predicted to grow at a tremendous rate over the next few years. Companies such as TotalBlender, Dove soap and Levi Strauss have generated immense enthusiasm for their viral marketing campaigns. In some cases, campaigns have been even more impressive than the underlying products - for example, Snakes On A Plane.
Today's Wall Street Journal reminds us, however, that spending a fortune on snazzy, online video campaigns is by no means a sure bet. Even in the world of 30-second online video, consumers continue to vote with their feet. Today's article reported on Trident Gum's current "That's Not Fake" online TV show: http://www.thatsnotfake.com/. Despite engaging premier ad agencies, trumpeting the campaign among dentists and bloggers, and purchasing online and prime-time cable-TV ads, the campaign has so far failed to generate significant enthusiasm. Indeed, visits to the site are currently under the minimum reporting threshold required by Nielsen. Critics argue that a fake video about a fake TV show served only to undermine the brand's credibility. The videos are also too far removed from Trident, which makes the viewer ponder, "Why all the fuss?"
So, what is the recipe for success? Obviously, the fact of being "on the internet" alone is insufficient. Further, as seen in "Will It Blend?", a big budget is not a pre-requisite. Creating the necessary 'buzz' to propagate 'word of mouth' requires sending a simple message, highlighting specific product attributes, injecting humor and inviting the consumer's involvement. From Trident's experience, we can add credibility to the list. If one of these is missing, it's back to the drawing board.
W.Denton
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