What does viral success smell like?

14 May

Many advertisers are falling all over themselves these days to get consumers to write their commercials – and offering monster cash prizes for the best – in the hopes of creating that elusive online buzz: the viral effect.

It may smell like consumer-generated content on the outside, but get your nose right in there and you’ll realize it’s still all controlled by the advertiser and the agency. They set up the contest, establish the rules, judge the winner.

Being desperate for cash is a great reason to shoot a what-the-hell commercial for Doritos, but as I think back on my dating life, desperation is rarely a great starting point.

Real online buzz comes from inspiration.

The Old Spice commercial, which you have no doubt seen and loved, is a hot spoof item on YouTube these days and some of them are actually very good. This one made by a kid is funny enough to be a new spot for Old Spice on its own. You can watch it here.

Nobody had to dangle money in front of this kid’s face to get him to pick up his cam.

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3 Responses to “What does viral success smell like?”

  1. Dale Baglo May 14, 2010 at 9:09 am #

    Interested in how they did that Old Spice commercial? Here’s an interview with the creators… with some surprising answers!

  2. Michela May 14, 2010 at 8:27 pm #

    Love this ad! Interesting background video, thanks Dale.

  3. dougbrowncreative May 17, 2010 at 4:44 pm #

    Thanks a bunch for that Dale. I will never look at this commercial the same way again now that I now he is mounting a contraption to slide him onto a horse while his oyster opens and the tickets turn into a waterfall of diamonds. 🙂

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