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
-
Meraj mailed me this link in the morning...My guess is by now everybody in the media/ advertising space might have seen this video/ TVC/ vir...
-
This is well second in the series...The first one was Indian Youth and PDA . Once again carried by a very enthu planner(virtual)! Though the...
-
Had written a post sometime back on what we can learn from tea bag marketing! Revisiting the theme of smaller SKUs of thought! As planners( ...
-
Hey guys! How about breakfast at Bandra... Russell style! No agenda...just some chai, some chat, some 'nashta'... Maybe no brands, n...
-
Was at a meeting with a media partner today. After the ATL and BTL discussions were over, my repeated query to discuss the internet strategy...
-
I have to speak at the afaqs Mobile Conversations seminar on Friday in Mumbai. Actually, it's quite telling how the average analog ad a... -
Two very different pictures stuck in my head over the week-end. The first was that of the three giggling Miss India's. Now a familiar an... -
Like many people I have gradually been edged out of TV viewing by a combination of inane content and crass packaging...But once in a while I... -
I saw Nandita Das's Firaaq about 10 days back, in a rather empty theater. It is not often that one is numbed by a movie these days. But ... -
I was at the adtech New Delhi conference couple of days back. An impressive constellation of speakers. Much to learn and network! However, ...
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