I get that the whole concept of viral marketing is to get people to forward/pass around/discuss, but what I don’t get is creating viral that doesn’t have any connection to your brand. Some, like the old Burger King “Subservient Chicken” made sense. The over encompassing campaign was “Have it your way”, so they released a website where you could tell a guy in a chicken suit wearing a garter belt what to do (sit ups, jumping jacks, the cabbage patch, etc) and if it was in the website’s pre-defined play selection, he would do it (yes, he really does the cabbage patch if you ask him to). More often than not though, there is no purpose behind viral campaigns other than to just be “edgy”.
Why rant about this on such a fine Monday morning? Because I was bombing around some marketing wonk websites this morning and came across this old (2008) gem from Diesel (the $300+ jeans guys) – Pete the Meat Puppet.
I can’t see how this has anything to do with selling jeans. Creative? Sure, I guess. Viral? Sort of. Its had over 100k views since its release, so it did get watched, but its no Blendtec. Really though, I just don’t get it. Of course, I’m not running through the mall with a fist full of hundos looking to buy some really expensive pants either, so maybe its just that I’m not the target audience.