Smart ways to win the public relations game
June 26th, 2008 @ 12:34 pm
It’s been awhile since a viral video has made the rounds online as fast as the Gatorade “ball girl” video (above). Cool use of viral video, but here’s my question: the Gatorade branding is so subtle, does it work? If the idea is just to get us talking about Gatorade in a new way, how do you measure the effectiveness?
Here’s a Chicago Trib story about the video. Thanks to Sarah Risdall for the links.
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Update: In case you are interested, here’s an article on the making of the Ball Girl video.
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nhbalex
These type of videos get people thinking.. is it real or is it fake?
Once deemed not real it then becomes a game of "Where's Waldo" where you start trying to figure out who did the ad. It ties in perfectly with their oft repeated tag of line of "It's in you."
Had it been a regular commercial of an athlete sweating in blue or orange.. it wouldn't have gotten as much media attention as it has.
krisbeldin
Great piece on NPR yesterday (June 31, 2008) on viral videos, including the Gatorade video.
http://www.npr.org/templates/story/story.php?storyId=92036174
bdorsey123
Too subtle to translate to effective sales. It hit the cyberwaves fast and extensively but it wasn't till I heard a news report as to its true nature as an ad, that I realized it wasn't a real scene. Even then, I still didn't know who the advertiser was. A splash screen at the end with a "reach your potential" theme and Gatorade logo would have been just as exciting to watch and more effective in outcome.
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