Wait! Wait! We Forgot the Viral!
So the Mullen creative department just finishes presenting their work for the New England Aquarium shark exhibit to the 12 year old AE they are forced to work with because, ya know, it's a pro bono-ish account and the little tyke says, "Well I like it but where's the viral component? Every great campaign has viral, right?"
The poor creative team stares at each other and sheepishly shakes their collective head because they know there's no point fighting with the tyke since he's like some annoying nightmare of nepotism. The team then goes out and creates the cheesiest of cheesy "viral" videos to layer on an otherwise excellent and well thought out campaign for the aquarium.
The result? A slew of wise-ass "that's fake" comments sprinkled with more than a few planted "that's great!" comments on YouTube. Come on. Mullen. You are better than this.