Meme’s used in Advertising

Time to have a look at Meme’s in advertising!

One of the first companies to create an online meme was done by Blendtec and their ‘Will It Blend?’ campaign.

Blendtec claimed their blender was so amazing it could blend pretty much everything, but it all started with a box of matches October 2006. They then went about filming Tom Dickson (awesome guy) sticking everything from a lightbulb to an iPod into a blender and asking the question ‘Will it Blend?’ They even put a  video camera in the blender so you could watch the blender blending from inside the blender! Epic!

“mm iPad dust, don’t breathe this!”

Blend tech wanted to make the simple and rather dull blender into something that was fun and people would share. Users were able to request items to appear on the next video creating a great sense of interaction and a really nice way to show the blender will actually blend anything you put in it, great for the product. The campaign did amazingly well for Blentec and it even won best ad of the year on Gruen.

As of February 21, 2012, the Blendtec series of videos had collected a total of 188,170,865 views on YouTube.

Watch more here on their channel but be warned you may end up watch hours of blending!!

It is a bit of a shame they have sold out and are now plugging brands such as Nike and Doritos. Can’t say I enjoyed this one nearly as much. The series has been going since 2006 so they may be running out of ideas. Personally I think Doritos are a bit late to benefit from doing this, its very clearly a plug and the popularity of the Meme has diminished. I think fans would be pretty upset that the Meme had come to this.

 

Another company which has created meme for its marketing plan is of course Old Spice.

They’re ad became a huge hit and was an attempt to re brand the product and get a new and younger generation to use it. However the ad is aimed at women in an attempt to get men to care how they smell to women. The one-take ads were very popular and spawned millions of parody’s.

Here are the stats as at august 11:

  • On day 1 the campaign received almost 6 million views
    (that’s more than Obama’s victory speech)
  • After the first week old spice had over 40 million views
  • The old spice twitter following increased 2700%
  • Facebook fan interaction was up 800%
  • Oldspice.com website traffic was up 300%
  • The old spice YouTube channel became the all time most viewed channel
  • In the last month sales were up 107% from the social responses campaign work
  • Old spice is now the #1 body wash brand for men.

Pretty amazing!

The also shot for 3 days straight filming 180 videos in response to viewers and celebrities questions. They were shooting so many they pretty much ended up doing it in real time. Here’s one where he replied to Ellen DeGeneres…you would have to love being one of the writers for these!!

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September 26, 2012. Uncategorized.

One Comment

  1. agent evocateur replied:

    The Old Spice campaign is my absolutely favourite! It was so clever in its execution and impact to the younger generation that previously linked the product to their grandpas! Part II with the interactive tweets generated soo much buzz that they even ran out of Old Spice all the way in Australia (P&G did not anticipate the increase of sales locally!)

    Love your work as always hun, thanks for a fabulous post #Imonahorse xoxo

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