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Dorito’s just released a very cool campaign, The rise & fall of Esteban Ortega, The Dip Desperado. Meet Esteban Ortega, the local champion with throwing chips. The campaign includes the movie, twitter and a game (that can be played on Facebook, Iphone or Android).
The video is very well made, very imaginative and funny story and very well casted. A perfect example of a brand using entertaining content to connect with their customers. Point of criticism: dont like the ending. The packshot drags me out of the story and moreover, theres no resolution or climax. I would have made it a short film all the way to the end and just end with a link to the game. The game is a stand-alone piece and does not link to the story of the movie, at least not in a sense that it picks up where the story ends.
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Great article about key success factors for viral video campaigns by Ogilvy:
Viral video marketing is no longer a niche activity. Brands, advertisers, and marketers are using the medium in unique and meaningful ways to produce real results that greatly affect their bottom line—from increases in brand equity and share of voice to consumer mindshare.
While it’s too soon to start speaking about cross-equivalency with television, the medium can produce some impressive numbers. We conducted a joint research study on the performance of this year’s 65 Super Bowl commercials and found that, after a month, they had generated 99 million views in aggregate. Nielsen reported the Super Bowl reached 98.7 million viewers. Not too bad.
So, what can you do to achieve success in viral video if you don’t have a Super Bowl budget? What can you do to get started today?
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