Kewpie Tarako: perfect viral marketing campaign example

An important marketing lesson here, and some fun at the same time…

This video is weird, but not disgusting in any way. It has a cheesy and repetitive song that won’t go out of your mind for the next 5h! It is great in its weirdness so people will pass it on like crazy. It appeals to children and their parents…perfect! It also intrigues you…”what the hell is this all about?” until you learn what it is, and then you tell others about it…
(I think that the Japanese are so “special” that this is a normal commercial for them and maybe the creators didn’t make it to be “viral”!)

and don’t miss the (creepy!) invading red tolls army 30 secs commercials, where the association with the brand and product are well done and easy to remember:

http://www.youtube.com/watch?v=pZIwQTo973w&feature=related
http://www.youtube.com/watch?v=O4HpJ1G0ovg&feature=related
http://www.youtube.com/watch?v=j5QlQkojQYI&feature=related
http://www.youtube.com/watch?v=DAmbua43_wk&feature=related

and a line of toys and merchandise associated with the campaign…genius!
http://www.youtube.com/watch?v=8qI-KWAK8EE&feature=related

March 12, 2008 · Filed Under Interesting tidbits, Internet, Marketing, Power Phrases, Persuasion

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