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Madeforaprince.com “Viral”: A Noble Attempt Gone Wrong |
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Bryan K. Oekel
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Thursday, 24 January 2008 |
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In December, Drambuie launched a “viral” campaign (it’s viral when it spreads like a disease, not when you say it’s viral, guys) using pseudo in-market research featuring Aussies with unfortunate haircuts resoundingly rejecting the Drambuie cocktail the “market researcher” gives them.
I’ll admit it is sort of funny, mainly because of the “bogans”
and their impeccable fashion sense. But
I agree with AdAge. It was a noble effort having the courage to poke
fun at yourself, Drambuie. I’ve argued
for brands to be more human and not take themselves too seriously
and that self-deprecating humor and inside jokes can be powerful.
But self deprecation and self-deprecating humor aren’t one
in the same. I’m left agreeing with the
headbanger-looking Aussies: Drambuie is
a girly drink. Maybe because I don’t
consider myself a “prince” – even when compared to these rat tail and
mullet-sporting Aussies. However, judging
from the number of views on YouTube, it looks like Drambuie doesn’t have much
to worry about anyway. If I were
Drambuie, I’d be more concerned with changing or removing the completely
worthless site to which the “viral” clip leads viewers.
**to read more articles by this author, click the name under the headline**
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But it does make me think I should move to Australia. I would be amazingly good looking there by comparison.