Unbelievable!! Isn't it?
Well, it is indeed unbelievable: The clip is a masterwork of "viral" marketing, essentially an ad aimed at touting Gatorade, but without actually mentioning the company.
This video has had 1.5 to 2 million views on YouTube!! The ball girl video was posted on June 3, and Advertising Age published a glowing review of it a few days later.
"Ball Girl" was posted on YouTube by a filmmaker affiliated with Element 79 Partners, the Chicago ad agency that created the spot.
The original Ball Girl post had a clear reference to Gatorade in the text describing the video. But the video was copied and shared several times over without mentioning the Gatorade connection.
The video gives only the slightest nod to the beverage. When the ball girl sits down after the amazing catch, there's a bottle of Gatorade near her feet.
It's subtle!! But the real payoff is the buzz generated by the video. Including this post:-)
The lesson for marketers - Anytime their brand enters into popular culture discussions, it's going to benefit.
Even though many viewers thought the outlandish catch was somehow a fake—which, indeed, was the result of special effects—they were still entertained by it.
Popular Posts
-
I was at the adtech New Delhi conference couple of days back. An impressive constellation of speakers. Much to learn and network! However,...
-
Friend of mine sent this...Cute and funny! Sending it to my mother!!
-
Some time back I had promised myself that will pen this post about Ram aur Shyam! Well, Ram aur Shyam were these two characters(detectives... -
One of the entities under The Futures Company is Yankelovich - a leading consumer research company that has helped marketers understand con...
-
As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen... -
Just came back from a 3 hour breakfast at Roots Cafe - great poha, chilla jasmine tea and early morning drizzle...And the sight of two cute... -
The world's biggest agency groups are battling to expand their presence in Asia's fast-growing digital industry. After a series of b... -
The new TVCs of Mahindra Logan are so bad that it makes the car look good in contrast! Honestly, for a solid ugly car that was doing good mo...
-
It's been a hell of a long time away from the blog. I feel guilty, anxious...and the fingers feel a bit rusty!! So where was I and what ... -
Was browsing through the year end Outlook magazine, Images 2007! Spotted this unique Naked Eco-activism/protest against oil dependency and...
Thursday, August 21
Gatorade Ball Girl Viral
Subscribe to:
Post Comments (Atom)
1 comment:
I had to see the video thrice (!) to finally see the bottle. This is after knowing that it is an ad for Getorade.
(i watched it before i read your write-up)
i guess that's how they got that many number of 'views' heh
However it's creating a buzz. So in that respect it works...
I like the way it ends mid-sentence giving it that clip effect.
Post a Comment