Maximizing Viral Marketing

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John Winsor: Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation
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August 23, 2006

Maximizing Viral Marketing

Smirnoff's Tea Partay

Amex's RoddickPong Ad

There have been two ads floating around YouTube hoping to catch the viral wave that have left a very different impression on me. First, there's Smirnoff's Tea Partay that I posted about the other day. And second, there's the Amex Ad with Andy Roddick playing tennis with a pong paddle.

While I understand that the Amex Ad was made for TV and then migrated to YouTube, I thought that the Amex banner logo at the end was too blatant of a promotion for the brand and left a bad taste in my mouth. It actually stopped me from sharing the video with others because I didn't want to feel that I was trying to push Amex on others.

While the Smirnoff ad was made for the on-line environment, I loved the subtlety a verbal mention of Tea Partay.com at the end of the video without a big logo splash.

Maybe it's just me, but advertising is all about context. What works in one environment doesn't work in another.

What do you think?

Posted at 01:49 PM in Advertising, Co-Creation, Viral Marketing | Permalink

Tags: Advertising, American Express, Andy Roddick, Co-creation, Pong, Smirnoff, Tea Partay, Viral Marketing

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John Winsor

Views from the CEO of Victors & Spoils and the author of Baked In, Spark and Beyond the Brand about the future of marketing and product design.

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August 23, 2006

Maximizing Viral Marketing

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