Clever marketing and advertising is not necessarily effective marketing and advertising. I love the idea behind this campaign, but I don’t feel that the brand is incorporated closely enough into the viral message. Regardless, it’s loads of fun to send to friends. That being said, what does this viral message make you want to buy? Where will you buy it from?
A better approach to this type of campaign was the Wedding Crashers Official Movie site. While it is no longer online, it was a similar concept, but allowed you to interact with the movie’s trailer. After watching, not only was it hilarious, but there was no doubt what movie it was promoting.
How could this viral message have been slightly altered to give more prominence to the brand that paid for its creation? Would a closing Christmas jingle with the brand’s name cleverly thrown in have done the trick? Perhaps the logo directly in the background, written in the snow? Or, is the PR generated from this campaign enough to make this campaign a success? You tell me.
Does the marketing you create serve yourself as a creative, or your client as a brand?
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