While researching a piece on online marketing, I stumbled across the Overly Attached Computer. This viral phenomenon is a Samsung ad that has been spun off from the ridiculously popular Overly Attached Girlfriend videos which racked up millions of views earlier this fall. At a mere two weeks old, Overly Attached Computer is already hovering in the 5 million views neighborhood. Why? The concept — a stalkerish computer played by new comedy star Laina who warns her owner to pay attention to her or else — is certainly ridiculous and not exactly sophisticated. But when it comes to digital engagement that really resonates, a new study says ridiculous is exactly what followers want.
A recent report put out by Forbes Insights and Turn called “The New Rules of Engagement: Measuring the Power of Social Currency” finds that funny might just equal money. When asked what makes them stop and notice an advertisement, 67 percent said simply “It’s funny.” Even 14 percent of marketing professionals (who should be above a cheap laugh) confessed that funny wins when it comes to ads they remember. Well-designed or eye-catching was No. 2 (50 percent) with consumers and No. 1 (49 percent) with ad execs. Thought-provoking ads (33 percent), emotionally-charged campaigns (19 percent) and ads forwarded by friends or family (19 percent) rounded out the list for consumers.
These results are interesting, even if they hold few surprises. Turns out our tastes haven’t evolved that much even if online marketing seems to change daily. Whether it’s websites, custom content, social media marketing campaigns or viral videos, we the people will remember it if it’s easy on the eyes and makes us laugh.
So, dear readers, I ask you: What’s the funniest online campaign you can remember from 2012? While we’re at it, tell us about a great-looking website or social media campaign, too. Educate us in the comments section below!