GMail Goes Viral on Youtube

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While we're used to Google garnering residual PR for retooling old media for new ways to advertise, we're pretty unused to seeing Google actually advertise outside of sanctioned Google space or some kind of cross-brand. It's a card the uberbrand rarely pulls.

Shortly after deciding to make Gmail public (really this time, except not) Google's decided to start marketing for it too. And who did they tap as the vehicle to do the job? Youtube.

Nodding to critiques about big names doing bad at guerilla, Google makes sure we can't accuse them of getting too slick. The video takes place in a cubicle farm, is narrated by a 20-something and demonstrates Gmail's unique features with hand puppets made of office tools.

Clever, Google. They have a cavalier way of hawking great services by demonstrating none too shyly how much fun they're having. And even as VC's shake their heads in disgust at the grinning Googlers sipping smoothies, you have to admit few companies are willing to let their minions put their deskside office art on air. Maybe one day we'll be getting credit for our low-key talent as origami bird makers.

by Angela Natividad    Feb-19-07   Click to Comment   
Topic: Brands, Good, Online   

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Comments



Comments

Those are some pretty crafty videos, though I have a feeling they will be appealing to the saturated market of gmail adopters... though it may succeed in them converting others.

Posted by: Kevin Davis on February 19, 2007 4:14 PM

This is incredibly lame of Google and the Gmail team. They want to act like they are just a little start up without any money. I'm not suggesting the do TV spots or print ads, but for God sake, don't damage the brand by doing flaky creative. I can see it now: "we need to communicate our product benefits, what's unique about gmail, but do it in a fun way." Puppet show? Strike one...(maybe two and three as well)

Posted by: Evan Shine on February 21, 2007 4:46 AM

Funny, but one year later the still continue this Viral way of promotion Gmail. Now they created new one great Viral video for Gmail, I wrote about it in my blog -
http://russia20.com/2008/02/gmail-russia-advertisement/

Posted by: Pavel on March 1, 2008 11:33 AM





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