You've likely seen the Budweiser "Swear Jar" net adv. I've seen it in four languages. This version has had almost 3 million views and 1,800 comments. #%*^ing awesome!
Now, obviously, this wasn't cheap to produce. Most of us only gasp at the amateur video with several hundred thousand views and lament why we can't do that. But Budweiser probably has $150K invested in production. But think about the level of viewer engagement you get online versus TV, where this ad would never appear anyway. A friend sent you a link to this video. You discovered it on a blog. And you WATCHED it. And you may forward it as well. Yep, #%*^ing awesome!
Here's a more mainstream viral video I can't keep my eyes off of. It's sponsored by Cadbury Schweppes for their chewing gum Stride, but they take a total hands-off approach to the content. Everybody I've sent it to has loved it. The embed is from Vimeo (just under 1,000 views). It has 3.8 million views and 18K+ comments on YouTube. In ONE WEEK!!!!
Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.
I don't know if it is working for the brand, but I would be astonished if it isn't a home run. I hope it is. With so much me-too marketing that appeals to the our most base instincts, it's so refreshing to see something bold and positive. If I wore a hat. . .I'd be taking it off now to Stride gum.
