The latest hype on Youtube comes in the form of a Mutant Spider Dog. Smart marketing, or impulsive marketing tactic? Let our director, Mr. Chew LH give you his take on this with a marketing perspective: In just a week, the Mutant Giant Spider Dog on YouTube has recorded over 77 million views. While far short of Gangnam Styles two billion views, nearly everyone we know has watched it. What do we think? If you dont have the beat of Gangnam Style, fear factor mixed with candid camera can be a real draw. Should we create our own spider dog for ourselves or our clients? Yes, if this is about creating viewership. No, if we are looking for an immediate or direct impact on business. An important consideration is culture. While it is entertaining on screen, Singaporeans who are victimised and those who are troubled may turn to the authorities for action to be taken. Two examples. A bear ad campaign (Philips SensoTouch 3D product) went wrong when the police, the zoo and a nature group went on a bear hunt. And there were the vandalised post boxes that were investigated by the police (Singapore Post Youth Olympic Games campaign). The Internet is global in nature but local culture is like an invisible web. Unless you are a real spider, tread with caution.
Posted on: Mon, 15 Sep 2014 11:58:44 +0000
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