The video was made by employees - sure. But what if it hadn't been. Could these employees have been paid by a competitor to produce a video that would be bound to have massive impact on the target company? The possibilities for guerilla viral social counter-marketing (for want of a better phrase) strike me as boggling. You may remember the damage Sony did to itself, albeit limited in scale, with it's 'All I want For Christmas is a PSP' attempt at viral marketing? The web address for which, by the way, is now parked, camped, and shows all the signs of neglect you'd expect from an un-loved progeny. This raised the ire in the gaming community to such a level - judging by forum furore, not the best indicator I realise - that Sony's representatives published an official apology on the afore mentioned website.
Viral marketing tactics backfire quite often, especially when as crass as the above Sony example, and the Domino's youTube number was a prime example of how viral marketing can work from any direction. Is the adage that 'any publicity is good publicity' true here? Probably. Especially if The Onion is to be believed.
No comments:
Post a Comment