A hunter _______ a bear
Sep 29th, 2010 by Annie L
Do you remember Burger King’s viral subservient chicken campaign?It was probably the most groundbreaking ad of the last decade, which is followed by a few other campaigns on the Internet like the Samsung’s YouTube takeover game, the Cadbury, and more.
Now, we have, most recently, the Tipp-Ex whiteout viral marketing campaign exemplifying a brand promise: the power of whiting out (and changing the future).
To celebrate the back to school period, Tipp-Ex BIC Group’s brand gets creative with a YouTube inactive campaign called “A hunter shoots a bear.” Viewers are invited to write whatever they want into the whited-out area of the interface and rewrite the ending!
Only a week after launching the video and they have racked up over 4 million views on YouTube. I remember reading Ries and Trout’s Product Positioning as a preparation for the last COMM 101 class, and have come across the term “first mover advantage”. Burger King certainly achieved this by being the initial occupant using an interactive ad. However, Tipp-Ex most definitely made a mark in consumer’s mind by making great use of social media and word of mouth.