You’re so vain, I guess you think this commercial’s about you, don’t you?
This catchy little Carly Simon remake seems to be the new theme song for the increasingly popular customizable online video experience. It seems many savvy marketers are discovering the truth about a common consumer mantra, “ask not what you can do for the brand, but what the brand can do for you.”
The online marketplace has become a breeding ground for egocentric personalized videos that target one immutable consumer flaw-vanity. The amazing truth is, they work. Not only do we laugh at sub-par comedy, get baffled by magical incorporations of our personal information and feign surprise when our name shows up in lights…but we pass them along to our co-workers, friends and family without hesitation. After all, we know our unsuspecting boss will be thrilled to see his name pop up on some digi-model’s breast.
But what is it about personalized video commercials that can coax busy Americans to hit “send to a friend” after viewing a digital homage to consumerism? I suppose the best answer is to click on these links and test your own “pass-reaction” to the content. Would you pass this to everyone you know? Why?
When you’re done, come back and hear the MGH analysis of why customizable video goes viral.
Heineken Draught Party- Fan Club Movie
Criss Angel MindFreak- Awesome pass-along
Pepsi Max UK- Strange but funny way to joke your friends
Finished?
MGH thinks these videos are so clever because:
1. Most of them have nothing to do with the actual product. This makes them pure entertainment and less in-your-face advertising, which is cool in the land of consumer opinion.
2. This customizable technology (while not brand spanking new) is certainly still “cool-new” enough to make people say “wow,” which is pretty hard, but also fickle in the land of consumer opinion.
3. Many of these videos have a built-in friend component that requires an additional person to truly make the joke or mystery work. By their very nature, these personalized videos will get passed around, but will people remember the brand when all is said and done? Finding the compromise is always the difficult part, which is the double-edged sword in the land of consumer opinion.
4. Finally, most personalized videos are well-made so they appear legitimate. We’ve all seen a few “viral video schemes” with a bargain basement look that relegated them to a life of recycle bin-hood, which means “nice try” in the land of consumer opinion.
So, there you have it. Three great personalized videos that went viral and our own personalized reasons why. P.S., please don’t send me the Pepsi one, I’ve already gotten three today!
