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OfficeMax Justifies Reuse of Elf Yourself Campaign ... with Quantitative Figures! Here's a crazy notion -- demonstrating the success of your online "viral" with real-live numbers. Vague claims of "brand resonance" be damned! For its uber-creepy Elf Yourself campaign -- enjoying a souped-up second year run -- OfficeMax has listed the following figures that (maybe?) demonstrate its success. To Find New Flavor, the Dew Launches Dystopian Virtual World
Crowdsourcing meets sci-fi meets a quasi-virtual world in Mountain Dew's exploding head-inducing campaign, DEWmocracy. Supported by traditional advertising, DEWmocracy paints a dismal future filled with corporate suits that travel in the backs of pick-up trucks, and where high fructose corn syrup is considered a magical elixir capable of overthrowing big brother. Through the site, the Dew ultimately aims to put consumers on an adventure to come up with its newest flavor and packaging, while grabbing as much marketing data on its brave virtual freedom fighters. Fresh with ideas from his performance in Battlefield Earth, Forest Whitaker helped entertainment concept firm Protagonist in creating this brave dew world. AMEX Urges People to Become Creepy Avatars, Sing Karaoke
Trying to capitalize on the success OfficeMax has had with ElfYourself, American Express' new Holiday Rockstar campaign invites users to turn themselves into one of Oddcast's "virtual characters." If you're not familiar, Oddcast creates those creepy characters whose eyes follow your cursor and start blabbing away without first asking permission. Though songs from Mariah Carey's holiday album are strangely missing, the service also allows you to sing one of three holiday songs by calling a number. You can then send your holiday greeting to a loved one, most likely resulting in uncomfortable laughter. However, when we tried uploading two different headshots, it ended in the window crashing, immediately evoking the disastrous SimpsonizeMe tool. Good thing there are back-up characters. Serial Killer Threats Win Best Viral at BIMA Remember that one time we thought a serial killer was out to get us, but the threat turned out to be a customizable online promotion for Showtime's Dexter? That promotion just won Best use of Viral Marketing at the BIMAs this year. Put together by Ralph & Co., London, it generated 300,000 unique Dexter emails and over 750,000 pageviews. See the UK campaign, Ice Truck, or the US campaign, Slice of Life TV. Gotta love a viral campaign that makes your friends feel like they're the targets of an unhinged, virtually un-catchable sociopath. We know it gave us a happy rise.
by Angela Natividad
Dec- 3-07
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Topic: Industry Events, Online, Promotions, Strange, Viral It's Not Studio 54 But It's Just As Bad (Good?) Back in the day a guy named Aarif Smaks (or not) was a famed dance instructor. In Finland. Far, far from Studio 54. Diesel has taken (or created) this bit of geriatric disco fever and created a sneaker ad out of it for the brand's Diesel Freezy Sneaker. Complete with seemingly planted comments like this, "love it... I danced the same way until I put my back out many years ago doing the disco boogie woogie will try again once I get to the diesel store that sell those sneakers. I'll tell my dance troupe on Facebook... love you," the video has achieved 11,768 views on YouTube since being posted yesterday. Anachronistic video footage + catchy old-school dance music gone techno = seemingly successful viral video. GI Jonny Cums To The Rescue For HIV We've seen an endless parade of methods calling attention to HIV and what can be done to prevent it and fight it but we've never seen anything like this GI Joe-themed video from The Viral Factory and The 7th Chamber. Complete with bush, crotch cannon, fisting, brass eye, backdoor and more, this gem leaves no innuendo unturned. Electric Prom Concerts Get Song Naming Contest And Find-A-Band Site BBC, to promote its upcoming music event, electric proms, has launched two digital efforts. The first is an image puzzle in which you try to find the 80 bands in the image who will be performing at the concert. This sounds very similar to another effort we saw about a year or tow ago but now can't remember who it was for. Virgin? The second is a song name writing competition called Live Song which asks people to come up with song names. Five winners will have their songs written and performed by bands that are part of the electric proms event. The campaign was created by Fallon and Hyper Happen. Rubber Republik handled viral distribution. 'Purple Cow' Fans Rejoice: Godin Writes Again (This Time on Meatballs) What's a meatball sundae? It's the unfortunate result of two good ideas smashed together -- and the topic of Seth Godin's next book, which is generating much buzz on Hype Street at Advertising Week. We couldn't go anywhere last night without hearing about it. Marketers describe Meatball Sundae as an invitation to approach web 2.0 as an opportunity to enliven company culture, even as passion begins to make way for bureaucracy. Alternatively, Godin claims to see web 2.0 as a chance to "transform" the organization. Two sides of the same coin? Read about the book from the meatball-loving mouth itself. Forget Dating Sites, the Mail Order Bride is Back in Vogue The college-bound doll at left is going for a steal at $19,995 on Marry Our Daughter, where families can safely sell stone-footed girls for a price soothing enough to eradicate in-law strife. Harking back to arranged marriage in the Biblical sense, the site's a publicity stunt orchestrated by women who actually were sold into marriage. They hope to shed light on the mail order bride industry at large, and on loopholes across the nation that enable minors to marry, says Newsweek. High School Food Fight Promotes Eating Better Oh the lameness that passes as advertising because, well, we all love a good fart joke or a high school cafeteria food fight. It's the latter General Mills, with help from mono, has gone for in launching The Good Food Fight. On the site there are recipes which you can forward to your friends who can view them but as they view them, they are visited by character who throw food at them. So, send one to that shit head boss of yours just for laughs. 
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Source: Viral Video Chart
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