Comments on: Videos “going viral” latest marketing hope (Beyonce, Trident, Gillette) http://blogs.hillandknowlton.com/ryanpeal/2009/04/28/videos-going-viral-latest-marketing-hope-beyonce-trident-gillette/ Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Sat, 25 Jun 2011 10:45:04 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Collective Conversation » Creativity in Public Relations » Blog Archive » Hot, Sexy Lady Underwear Models and Rollercoasters http://blogs.hillandknowlton.com/ryanpeal/2009/04/28/videos-going-viral-latest-marketing-hope-beyonce-trident-gillette/comment-page-1/#comment-631 Collective Conversation » Creativity in Public Relations » Blog Archive » Hot, Sexy Lady Underwear Models and Rollercoasters Thu, 25 Jun 2009 23:42:19 +0000 http://blogs.hillandknowlton.com/ryanpeal/?p=573#comment-631 [...] this headline basically sums up today’s post.  While I’ve written about the viral video sensation sweeping the brand world these days in the pas (from the likes of Trident, Doritos, Samsung, [...] [...] this headline basically sums up today’s post.  While I’ve written about the viral video sensation sweeping the brand world these days in the pas (from the likes of Trident, Doritos, Samsung, [...]

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By: Peter I. http://blogs.hillandknowlton.com/ryanpeal/2009/04/28/videos-going-viral-latest-marketing-hope-beyonce-trident-gillette/comment-page-1/#comment-585 Peter I. Wed, 29 Apr 2009 15:21:55 +0000 http://blogs.hillandknowlton.com/ryanpeal/?p=573#comment-585 I have to say that I fear for the role of professional services firms in a world obsessed with "going viral." I enjoyed the Trident video but there's no brand takeaway for me and I fail to see how the company has taken advantage of emerging digital channels to become a better communicator. Granted, these kinds of stunts have always had a consumer appeal but I'm far more impressed with how brands like Zappos have adopted these channels to get closer to a stakeholder group that is much more important to driving positive word-of-mouth (and isn't "viral" just a form of WOM?). Selling gum may not require much more than the right combination of impressions but efforts like this give me no sense of who Trident is as a brand so I have nothing to identify with. Therefore, I don't want to buy Trident, I don't want to talk about them and I'm really only left with "hey, did you see the Beyonce dance thing in London?" I have to say that I fear for the role of professional services firms in a world obsessed with “going viral.” I enjoyed the Trident video but there’s no brand takeaway for me and I fail to see how the company has taken advantage of emerging digital channels to become a better communicator. Granted, these kinds of stunts have always had a consumer appeal but I’m far more impressed with how brands like Zappos have adopted these channels to get closer to a stakeholder group that is much more important to driving positive word-of-mouth (and isn’t “viral” just a form of WOM?). Selling gum may not require much more than the right combination of impressions but efforts like this give me no sense of who Trident is as a brand so I have nothing to identify with. Therefore, I don’t want to buy Trident, I don’t want to talk about them and I’m really only left with “hey, did you see the Beyonce dance thing in London?”

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