The chocolate brand Cadbury released an extremely odd online video, which won multiple awards in 2008. The ad was referred as ‘Cadbury gorilla viral campaign’. Every social-network-savvy person surely never missed it. If you haven’t yet watched this viral video, I suggest you do it soon. This ad still is a great lesson for internet marketers as well as for businesses.
Cadbury wanted to create a very strong recognition once again for its brand. And what do you know? They blindly succeeded; but how? Let’s take a peek at the principles Cadbury used as the bases of this online marketing campaign:
Firstly, the video was odd. It was also passionate with a skilled gorilla at the drums, playing ‘In the Air Tonight’ by Phil Collins…Odd enough? Till March 2009, this video stirred 16,000 online comments and 1,700 blog posts. To top that:
- Cadburys advert was 90 seconds short.
- It was able to sustain viewer attention the 1st 15 seconds.
- This viral video motivated users to spread it instantly.
Most online marketers think that a viral video needs to be like an ad film on television. But that’s not true. It’s different online. Why would anyone want to circulate an ad that clearly markets a product? There must be a ‘cooler’ reason for people to pass it on. Just the way Cadbury did.
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