Take a special event, such as the Super Bowl; take a famous and seductive celebrity, such as Scarlett Johansson; add a reference to your major competitors, such as Coke and Pepsi; and that’s that, problem solved!
That’s the SodaStream case, that decided to create a risky advertising for this year’s Super Bowl . The protagonist is Scarlett Johansson, the product is SodaStream drink. The commercial features the actress in a robe, making soda with the machine. The actress refers to her heroic acts, that she plays in the various Avengers movies, at the beginning of the commercial. Johansson says, “Like most actors, my real job is saving the world. Start with plain water, add bubbles, mix in the perfect flavor, look soda that’s better for you and all of us, less sugar, less bottles.” Then, Johansson thinks and says “If only I could make this message go viral”. So, she strips off her robe to reveal a sexy black dress. Then come the last few seconds of the commercial, in which Johansson says the controversial words: “Sorry, Coke and Pepsi.” And this is the sentence that unleashed the hell. Yes, because the commercial was banned and FOX rejected to broadcast the original ad.
Look the video!
A Super Bowl commercial means your product will be seen by millions of people during the big game. A banned Super Bowl commercial means buzz, interest, rumour. It doesn’t matter if your commercial isn’t broadcasted on Tv. There’s a huge method of communication today that is called Web. Web is better than Tv in some cases. Right! Because the SodaStream spot has reached more than 13 millions of views on YouTube and it has become a perfect exemple of viral marketing. I myself shared the video on Facebook because I think it was a winning strategy. A strategy in which the right ingredients are mixed in the right way.
So, yes Scarlett, you managed to make the commercial viral.
Sorry Coke and Pepsi.
Cecilia
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