Hat tip to our friends over at AgencySpy. Apparently, this is Ogilvy's offering for the Valentine's Day timeframe. Brings a smile to your face and, as AgencySpy notes it "reminds us a bit of Dick in a Box, but you know - less cock."
Since it was added on February 2, this video has been viewed over a half a million times as of this morning. This is a great example of how inspiration sparks creativity in order to push positive change. Thanks to Will.i.am of the Black Eyed Peas, as well as all of the other artists who came together to make this happen, including, Herbie Hancock, Esthero, John Legend, Ed Kowalczyk, and Tracee Ellis Ross, to name a few.
NOTE: Moveon.org is urging people to get out and vote by using the video virally. They're asking as many people as possible to pass it along, and spread the word that tomorrow's primary is critical. Check out the Endorse-A-Thon here.
More info, including background on the project's inception and a list of all the musicians and actors who participated, is available here.
marketers are failing at viral campaigns because it only works 15% of
the time, and that the most popular technique was "targeting
I've always been skeptical of courting influencers and so-called "tastemakers" because they're so fickle. Particularly when it comes to media and entertainment, they themselves don't buy anything. In the case of celebrities, they expect to be given things for free because of their celebrity. I don't know, but just because I see a Lindsay Lohan or George Clooney with a certain product, I'm not sure I'm moved to want it.
As Seth points out, it's important to create something that's worthy of being discussed. That's more likely the reason for the 85% failure rate of viral campaigns. But, hey, it's hard to create something truly unique when you're being rewarded and incented on quarterly P&L management.
An entertaining video on Internet porn--go ahead and watch it, 'cause you know you want to--produced by Good Magazine. This is a good example of cleverly using the conventions of a genre to attract attention and, at the same time, to convey information.
Speaking of statistics, as of this morning, the video--which was posted on May 8--has been viewed nearly 500,000 times on MySpace.
Technology will have a huge impact. . .There is really a
transition that is not only analog to digital, but digital to connected.
--J Allard, Microsoft
No matter what you think about Microsoft’s entry into the
portable digital music player arena you have to admit that they’re onto
something. The most exciting feature of
the new Zune player is its WiFi capability, which has lots of potential for
viral exploitation—both the good (really effective viral campaigns) and bad (real
viruses ) kind.
Marketers should begin to give some serious thought to what
it will mean when we’re “always on” and connected in a way that enables file
sharing. When it’s as simple as
pressing a few buttons on a portable digital device, when you will be able to
share files with complete strangers as Microsoft suggests, where will the bar
be in terms of creative that prompts consumers to take that action? Perhaps an even higher premium will be put
on having “the big idea.” That’s okay,
since I believe viral done well will fulfill this need.
Will music take on greater importance as a brand platform, since it's a reasonable assumption that consumers may be more likely to share music than other forms of content?
Could it be that music sharing trains/conditions consumers to the ease of sharing content, something that didn't really happen via mobile phones?
See the New York Times article from which this was drawn via this link.