As more and more traditional mega brands tap into the power of viral marketing (now even Walmart is doing it), I have to think back to the first viral campaign for an old-fashioned consumer product that really knocked me out: Cadbury's 2007 spot for its flagship plain Dairy Milk Chocolate product. Featuring a massive gorilla seated behind a massive drum set, the ad builds around the opening verses of Phil Collins's 80's hit, In the Air Tonight. As the song progesses towards the point where the legendary drum section kicks in, the tension rises, with the gorilla closing its eyes, taking deap nostril-flairing breaths. Then, baba-baba-baba-bum, he comes in just on time, beating his drums in an intense (and comic) moment of release and solitary pleasure. Check it out:
http://www.youtube.com/watch?v=TnzFRV1LwIo
The ad, which features virtually no branding except for a brief image of a chololate bar at the very end, had most traditional consumer goods marketers sniggering and scratching their heads. But it worked: not only was the clip viewed by over 5 million people, it generated 91 per cent awareness among British consumers, breathing life into a dusty brand and boosting Dairy Milk sales by a whopping nine per cent. Now that's return on investment.
F. Patrick Busse
Marketing & the Internet
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