We all know that virals create publicity for brands, but it is increasingly apparent that spoofs of virals also generate (or effectively steal) high levels of traffic from the original. As a result, it is no surprise that a number of brands have recently hijacked the success of virals like Old Spice – ‘the man your man could smell like’.
You may remember my post on Old Spice on the theme of Integrated Marketing. If not, you can view the video here:
Posted in February of this year (2010), the video has received a whopping 23,243,048 views on YouTube, and accompanying videos (there a lot of them!) have also received huge levels of traffic. In a well-coordinated swoop, Old Spice certainly achieved the status of internet sensation, resulting (most importantly) in the rapid increase of real-life sales.
Launching off the back of the success of Old Spice, The Sun and Sesame Street (to name but a few), have since created their own videos, mimicing the style of the Old Spice ad (‘the ad your ad could be like’), to generate mass publicity for their own causes.
Utilising humour (which is probably the key to success here), The Sun turned the Old Spice ad on its head to portray ‘the woman you’d love your woman to be like’, to celebrate 40 years of Page 3 within the newspaper:
Posted just three days ago, the video has already received over a million views (1,230,149 to be precise), no doubt largely helped by model Rosie.
Posted in Febuary of this year (2010), Sesame Street also created a successful viral spoof – ‘smell like a monster’. In this video a monster attemps the same smooth delivery of lines as Isaiah Mustafa, but fails in typical muppet styley – becoming a caricature of the Old Spice hero. The video has received an impressive 5,740,354 views.
Though these two videos have been successful as spoofs, fans of a viral video are unlikely to be impressed by spoofs that do not match the original humour or video quality, so spoofing is not the answer for all brands.
These two examples do show however that spoofing can be an easy (if cheeky) way of gaining internet views, without having to create a concept from scratch. A spoof also effectively speaks to the fans of the original video, allowing it to reach out to an already established and active audience.
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