Bike Hero Puts Pedal to Punk Rock.


This looks like fun. And before you self-harm on account of your incapacity to contrive something this cool with nothing but gamer love and idle time, take comfort: it was apparently pretty well-funded.

Paul Isakson -- better known as @Don_Draper -- says the faux fan effort is actually a promo for Guitar Hero World Tour. Created by Droga5 under the madflux facade, it's already had nearly 520,000 views in its first 24 hours live on YouTube. I'm sure Feed Company is dying of envy.

Thanks @RobertGorell for passing us the link and agency info.

UPDATE: Steve Coulson persuaded us to call Feed Company and find out if they're the genies behind "Bike Hero." The person we talked to was all evasive and weird about it, so we called one of Feed's contractors and got bonafide confirmation: YES, Feed Company seeded the vid for Droga5.

No surprise, I guess; who besides Feed disseminates astroturf amateur vids that people actually watch?

by Angela Natividad    Nov-20-08   Click to Comment   
Topic: Agencies, Good, Online, Video, Viral   

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Considering I got an outreach about this very video to my blog FROM Feed Company, I doubt they are dying from anything except being smothered in cash.

Posted by: Steve Coulson on November 20, 2008 4:29 PM

Cool, but nothing revolutionary I am sorry. I actually like the smuggler "on-air " content more than this piece which, in my opinion is merely a mash-up of a collection of good ideas and executions from the past year.

Hands Reference:

DIY Look

Posted by: tim nolan on November 20, 2008 5:36 PM

I think this is a great example of viral video done well. It's interesting, and it's easy for the key demo to relate to it. I talk about this some more on my blog Gen Y Can Smell a Fake, or Why I've Watched Bike Hero 4 Times and It's Only Monday

Posted by: Kevin on November 25, 2008 6:44 PM

Is there any truth to the rumor that the comments on YouTube are also fake and written by the agency?

Posted by: Question on December 8, 2008 11:19 AM