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September 28, 2011 By Brandsplat Leave a Comment

P is for Parody

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Laugh and the world laughs with you; parody someone else and you’ll be a viral hit. Our collective thirst for parody has never been quenched so throughly as it is online with viral marketing and video content. Today’s online parody ritual works something like this: Every day, a new video that pokes fun at a popular brand or celebrity pops up in our newsfeeds. We laugh and we pass it on. But for the most astute example of how parody can help a brand, we need to look to the place where sunny days are sweeping the clouds away.

Our interest in parody was peaked last week when we received about a million links to Sesame Street’s Glee parody pop up on Facebook. Pitch-perfect, bitingly funny and naturally educational (it’s Sesame Street, after all), the parody of the hit musical show on Fox struck a chord with Glee fans. After merely one day online, the clip garnered over 20k in views. Entertainment Weekly, TV Guide and others ran the parody and even stars of the show were tweeting about it.

What makes this sweet parody a smash hit is its lack of mean spirit. Instead of getting snarky, the production is filled with genuinely smart observational humor. Sesame Street has darn near reinvented itself after 40 years thanks to viral smashes like this one. As a creative TV brand, things were bleak on Sesame Street about five years ago. But thanks to a controversial appearance in the ‘hood by Katy Perry, all Sesame Street online videos have now become must-see viral viewing.

What we non-puppet-owning marketers can learn from our homies on Sesame Street is that a good-natured parody can not only bring in tons of viewers but can actually make people laugh. Recently, non-profits have gotten mega-notices for their PSAs that feature Star Wars and James Bond parodies. Clearly there’s no shortage of material in the pop culture universe to make fun of. So, readers, what makes you laugh? And how can you translate that into viral marketing success?

Filed Under: Video Content, Viral Marketing Tagged With: Digital Engagement, Viral Marketing

September 21, 2011 By Brandsplat Leave a Comment

Brady Butches Up Boot Brand

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Somewhere north of Crocs and south of the jelly shoe lies the ever polarizing yet eternally popular Ugg. Depending on how you see the brand, the furry boots are either a nightmare experiment in Wookie and sheep taxidermy or the shoe god’s gift to toasty toes. Regardless of how you feel about Uggs, one thing is certain: It’s a girl’s shoe. Period. Dudes don’t want anything to do with the Ugg debate so they don’t get anywhere near the darn things. Yet the tides may be turning in Uggland… and it’s all because of Tom Brady.

That superstar football player with the equally polarizing hair has been touted as the man who could put Uggs on the feet of guys everywhere. Online videos from the company that don’t feature Mr. Gisele only gather about 100 views the day after a big game, according to Click Z News. But videos with Brady are a different story. His Ugg clip has racked up nearly 160,000 views on YouTube while Ugg has seen a significant bump in Likes on Facebook.

Mos Def provides the soundtrack for the ad while Brady is in charge of giving Uggs that manly swagger. From the park with Fido to the gym with a leather man bag, viewers witness the star’s feet in various states of being fashionably well- (and warm-) heeled. The shoes themselves look more like the kind of thing Kenneth Cole has been doing for a few decades, which is a good thing. As powerful as Brady is, even he would have a hard time selling fuzzy boots to men.

Ugg has a viral marketing hit on its hands while Brady, despite some scoffing from football folk, emerges as a viable sports brand that could achieve Jordan-like status (that is, assuming he stays out of Tiger territory). Regardless of what the future holds for Brady, the campaign is a perfect example of video genius mixed with brand engagement.

But let’s hear what you think, my shoe-loving, brand-watching readers: Can Brady help reinvent Ugg for dudes, or is the brand doomed to a life of being on the feet of girls in leggings at the mall? Tell us all about it in the comments section!

Filed Under: Brand Engagement, Digital Engagement, Facebook Marketing, Social Media Management, Video Content, Viral Marketing Tagged With: Digital Engagement, Viral Marketing

September 16, 2011 By Brandsplat Leave a Comment

5 Things You Might Have Missed!

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For the best, brightest and most bizarre social media marketing, viral marketing and digital branding stories, you only need one thing: our weekly list of Five Things You Might Have Missed.

  1. American Apparel’s big, fat backfire: We knew American Apparel was sleazy, but who knew the company had no sense of humor? The company was not laughing when Nancy Upton entered the brand’s sexist plus-sized model competition with hilarious photos which mocked the entire contest. And they really weren’t laughing when Upton won the contest with a landslide of online votes. In a grouchy statement, the AA-holes said they would be giving the prize to someone else. Upton emerges from this mess an online star and American Apparel looks old and out of fashion.
  2. Winklevoss Watch 2011: Those beefy twins made famous for crying about how Mark Zuckerberg stole the Facebook idea from them are back! Los Winklevosses joined the ranks of fellow Z-listers like Snookie and Keyboard Cat when they appeared in a Get Crackin’ pistachio commercial. While the ad, which gently jabs Zuckerberg, is not funny, the existence of these social media celebrities continues to amuse.
  3. Lego’s perfect puzzle: In a series of new print ads, Lego has created word searches that use Lego pieces to make things like spaceships and tractors. The result is a series of ads that ignite the imagination just like Lego’s products.
  4. Candy Corn comeback: Let’s be honest here, nobody really loves candy corn. But the folks at Brach’s have done the impossible and made the seasonal treat seem cool, homey and essential to the season with this adorable online commercial.
  5. Speaking of comebacks: Chrysler continues to roar back; the company cemented its status as an online branding giant with the launch of the new Fiat. Sure, we’re kind of over the J-lo thing, too, but her music and presence in the campaign signal that both the car company and the singer are doing everything just right.

Filed Under: Five Things You Might Have Missed, Online Brand Management, Online Marketing, Search Engine Marketing, Social Media Management, Twitter Management, Twitter Marketing, Video Content, Viral Marketing Tagged With: digital branding, Social Media Marketing, Viral Marketing

June 28, 2011 By Brandsplat Leave a Comment

Locally-grown Viral Magic

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“Local” has become one of those nouveau hippy words that signifies both locally-grown and undeniable pretension. Yet you can’t truly argue with the concept of helping your community by buying goods produced in your neighborhood. With local chic being something city folk simultaneously embrace and snicker at, there is one local good that has become a beloved viral sensation: the local commercial. These corny (and sometimes downright strange) low-budget delights are the viral video age’s version of independent film — so much so that the Independent Film Channel now has an entire series devoted to local commercial icons Link and Rhett entitled “Commercial Kings.” So we wondered: What does it take to become a viral video local commercial legend?

What every popular local commercial has in common is its “what in the hell is this?” quality which makes viewers stop, re-watch and forward to friends. And speaking of friends, ours over at Make the Logo Bigger found this gem from Lipstick Bail Bonds which illustrates our point nicely. This ad is part Charlie’s Angles, part Dog the Bounty Hunter and part unintentional comedy gold, making it just the thing people will eat up with a spoon. The Credit Mac Daddy is another example of local genius, and one which illustrates the other key to viral success: humor. Whether it’s bad jokes or good jokes (or just so bad it’s hilarious), viral genius like Credit Mac Daddy makes viewers laugh and makes ads memorable. Another common ingredient in these spots, although not an essential one, is music. A sublimely silly song can elevate a local spot from bearable to booty-shaking brilliance.

While it is difficult to say if producing a campy commercial actually helps one’s business, it certainly can’t hurt. Millions of people are hearing about dinky mom and pop places which normally only locals would have known about. So, did viral marketing make local commercials hip or is it the other way around? Sound off in the comments section below, and include a link to one of your local greats.

Filed Under: Video Content, Viral Marketing Tagged With: Viral Marketing

March 31, 2011 By Brandsplat Leave a Comment

The Anatomy of an Awesome Idea

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When you find yourself utterly compelled to stick your finger on your computer screen so a cat in a video can lick it, you’ve clearly fallen victim to some pretty genius viral marketing and brand engagement. That’s what happened when I stumbled upon the Skittles video that sent bloggers into a sugary frenzy. Viral video smash hits like this one, which was released on March 28th and already has nearly 400,000 views on YouTube, are the modern personification of great, fast ideas. Sure, a cat that virtually licks your finger may not be considered an idea worthy of a peace prize, but you can’t argue with its effectiveness. All of this finger licking got us thinking: When it comes to online marketing, what makes a really great idea and how do we turn our good ideas into great campaigns?

The Internet is full of good ideas — even incredible ones. But the ideas that keep showing up in our newsfeeds are the ones that are timely and unique. Like these Melt Tags. Since last year, this clothing tag that dissolves when you wash your garment for the first time has become a feature favorite of magazine sites, fashion blogs and environmental trend writers. While not a product that will save the world, it is a clever one which will help to reduce the paper wasted to produce clothing tags. Due to the collective interest in the environment and the rise of indie fashion culture, Melt Tags are a great idea that also make for a great story. I guess we could launch into a chicken-egg type of conversation when discussing which comes first — a great product or incredible Internet buzz, but let’s keep it simple. Our brilliant ideas are only brilliant if the world gets to “ooh and aah” over them. So thank goodness for the Internets. With social media campaigns, our own viral video genius (with or without licking cat) and a little do-it-yourself brand engagement, our ideas can be seen and heard.

So, dear readers, I pose this question to you: What’s your brilliant idea and how do you get people to notice it? And just so you know, we help people get their brand, services and brilliant ideas noticed all the time with our incredible services… check ’em out here!

Filed Under: Brand Engagement, Brandcasting, Digital Engagement, Twitter Marketing, Video Content, Viral Marketing Tagged With: Brand Engagement, Viral Marketing

March 15, 2011 By Brandsplat Leave a Comment

Viral Marketers Are Saying “Thank God It’s Friday”

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The line between viral marketing and viral train wreck continues to get more blurry. Over the weekend, one of the hottest Twitter topics was Rebecca Black. Who? Well, it’s now Tuesday and if you haven’t encountered the teen singer and her it’s-so-bad-it’s-hilarious song “Friday” , you probably haven’t turned on your phone or computer. Twitter users waxed poetic about how horrible the song is, while amateur comedians and video auteurs rushed to release their own spoofs of the musical masterpiece. And yet, while the song and video are unquestionably horrendous, Black and her handlers will most likely be the ones laughing… all the way to the bank.

With the dime store production values and silly lyrics, “Friday” became the watch-this-and-laugh video of the moment. And, boy, did we. Nearly 3 million people have tuned into to see the young Miss Black musically explain the days of the week. As of the writing of this article, Ark Music Factory, which is positioning itself to become a low-budget record company turning out teen stars like Black, has moved up the single’s release while Entertainment Weekly called the song “warped accidental genius” referring to mountain of predictable publicity and success undoubtedly coming her way. Call it the Antoine Dobson formula.

Some have wondered if the makers of the video are in on the joke; is Friday some satirical statement about manufactured tween pop music? Not a chance. This kind of camp is lighting in a bottle. That isn’t to say the formula of viral videos isn’t becoming transparent. Last week, Jennifer Aniston and SmartWater threw their hats into the viral video ring. The result was the funniest thing Aniston has done on screen in quite some time. By incorporating every viral cliché from animals to dancing babies, Aniston’s spot for the bottled water has gathered almost 7 million viewers – roughly three times the amount of people who actually sat through The Bounty Hunter.

Whether intentional or accidental, viral videos in hopes becoming hits aren’t going anywhere. But let’s turn it over to you, dear readers. Is “Friday” an example of viral video gone bad or a pitch-perfect parody of the music business? And which company will be the next video sensation? Sound off in the comments section below.

Filed Under: Online Marketing, Viral Marketing Tagged With: Viral Marketing

January 17, 2011 By Dawn Walnoha Leave a Comment

Brandsplat Video Report on Ted Williams vs. John Boehner, Copywriting Lingo, and 3D Without Glasses

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This week’s Brandsplat Video report episode covers Ted Williams vs. John Boehner, Copywriting Lingo, and 3D Without Glasses. Check it out! Or click here for more Brandsplat vids

Filed Under: Brandsplat Video Report Tagged With: Viral Marketing

January 13, 2011 By Brandsplat Leave a Comment

The Humanity Behind the Man with the Golden Voice

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Perhaps you’ve heard of Ted Williams. Not the baseball legend Ted Williams, but the Ted Williams who is becoming something a legend in his own right. Williams, dubbed “the man with the golden voice,” became a viral video sensation when he was filmed by a driver who gave him money and had him show off his talents. Williams is a homeless former disc jockey who has struggled with drugs and alcohol. His smooth voice intrigued millions of YouTube watchers, and before we knew it, Williams was a 21st century Internet star. Of course, the unfortunate part of that title is that it can be taken away as fast as it is awarded.

Once the media latched onto the Ted Williams story, a tornado of buzz blew through Hollywood PR offices. In less than one week, Williams appeared on “Entertainment Tonight” as well as several other news shows and even landed a deal as the new voice of Kraft Macaroni and Cheese. The Ohio man also was jetted to Los Angeles, where he met with Dr. Phil and had photo ops with the Los Angeles Lakers. Hollywood and Adland both rushed to turn Williams into a quickie rags-to-riches story. It seemed like the Internet, journalists and marketers had found not only the man with the golden voice but with the golden ticket, as well.

Yet like any good story, there was a twist. Just days into his rise to stardom, the Los Angeles Police Department questioned Williams while he was staying in a fancy Hollywood hotel. Reports say the man was in a drunken physical altercation with his daughter; both were detained by authorities. Suddenly, the happy ending for Williams was tainted with reality.

The thing about issues like homelessness is that they are complicated. Homelessness doesn’t get fixed with talk show appearances and gift bags. No amount of hits on YouTube can make people well again. Journalists and marketers acted irresponsibly when they ladened Williams with the “hero” label only to swipe it away when his issues took center stage.

It remains to be seen what the future holds for the man with golden voice, but we’re saddened by the reality that he won’t be the last viral video star plucked from obscurity, used for some headlines and quickly thrown away.

Filed Under: Digital Engagement, Viral Marketing Tagged With: Digital Engagement, Viral Marketing

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