Archive for the ‘marketing & viral marketing’ Category

the t-mobile dance

January 19, 2009


I actually put a casting out for this advert on my group; POUT!

To see the songs in the t-mobile dance viral click here (or scroll to the bottom of the page 🙂

The t-mobile dance advert is one of the best adverts I’ve seen for a long time. I saw it whilst talking to a friend on the phone, whilst celebrity big brother was on TV in the background on friday night and had to stop talking to her, and then describe what I was seeing…. I thought it was something specifically to do with big brother at first and couldn’t believe my eyes. I think this will end up being a top viral video too…..

This clever viral ad for t-mobile as part of the ‘Life’s for Sharing’ campaign was filmed in Liverpool Street Station some 24 hours before its premiere on channel four and took months of planning. I love the element of surprise and seeing the general public’s reactions. The video, just short of three minutes, shows just one person breaking into dance at the start before what seems like a flash mob effect. It’s very well choreographed as the dancers are at all different levels adding to the spontaneous/surprise element. Ordinary people seem to break out into dance too, including old ladies – everyone loves a big song and dance!

Hugely successful viral/you tube videos have often included dance routines, infact for some time the most viewed and favourited video on you tube of all time was the evolution of dance by comedian Judson Laipply. It was added to YouTube on April 06, 2006 and has since gone on to attract millions of viewers (111,051,664 at my last count), even now there is a new comment every couple of minutes. The video condenses pop culture dance crazes of the last 40 or so years into a very funny 6 minutes.

Other hugely successful user generated videos have included dances routines such asbest break dance ever and the thai prisoner’s re-enacting michael jackson’sthriller

Viral hits that contain the same element of surprise as the t-mobile advert are wedding routines which are hugely popular (such as these; Wedding Thriller Dance, cool wedding dance, wedding first dance they almost always appear to be spontaneous much the same way as this t-mobile advert but are of course pre-rehearsed.

The element of surprise in all of these dance routines and also the fact that the viewer can relate to the people dancing (rather than watching a hollywood star) make these videos very watchable and have a certain magic. Check out this video of standers by straight after the t-mobile stunt was pulled;

The fact that the t-mobile dance was also a ‘stunt’ means that many by-standers have also filmed the event which re-enforces it’s viral objectives – guerilla marketing is certainly the way forward it seems!

So were Saatchi and saatchi clever to exploit this viral trend or are they just good at watching what’s hot? You can read what they had to say about it here

Liverpool street was definitely the right location for them to choose as it has been the site for similar events previously (but these were not attached to a brand!) In 2006, a similarly large crown all turned up and danced silently to their walkmans at the same time before disbanding; silent disco. The station also had a large gathering on the last night before the drinking ban on london underground stations; Liverpool street station booze ban

Songs used in the t-mobile dance viral advert

  • Shout – Lulu & The Luvvers
  • The only way is up – Yazz
  • Don’t Cha – The Pussycat Dolls
  • Blue Danube Waltz – Strauss.
  • Get down on it – Blue (I think rather than kool and the gang?)
  • Since you’ve been gone – Rainbow
  • My boy Lollipop – Millie
  • Do you love me – The contours
    Credits include – Kylie Minogue, Will Young, Jamelia, McCain’s Chips TVC & Alesha Dixon

    See some more wedding dances here; top ten wedding dance videos

    Viral Marketing Definition in wikipedia

    Top 20 viral videos


    What makes an idea viral? (Seth’s Blog)

    Wiki Viral Video

    viral marketing blog (plus cupcakes, photography and funny nights out)

    Adver Box advertsing blog

    cupcake studio

    January 18, 2009

    coming soon…

    CUPCAKE represents some of the UKs freshest creative talent – photographers, art directors, set builders, make up artists, illustrators, graphic designers and web site designers.

    CUPCAKE studios offers photo production services – such as casting, location scouting, on-site co-ordination, studios, lights and digital postproduction.

    CUPCAKE are also pleased to offer Internet, social and viral marketing services.

    We are able to offer all of these services now – but our website is being built at the moment – however please get in contact with Lorna on 07825 448 803 for further assistance.

    Photo Shoot Production in the UK; London, Bristol, Cardiff, Manchester, Birmingham, Edinburgh, Glasgow, Newcastle.

    viral movie marketing

    January 7, 2009

    did a little research for a friend today…. really interesting subject!

    Several of the most famous low budget movies of the last decade have been a phenomenal sucess due to their marketing campaigns… predominatly The Blair Witch project, but also cloverfield and snakes on a plane.

    Would they have been such a sucess without the pre-production planned viral/internet campaigns? There’s a great article here;

    The guerrilla campaign in 1999’s The Blair Witch Project has been well talked about. With no stars, no script, simple locations and a budget of around $50,000, Daniel Myrick and Eduardo Sánchez – University of Central Florida Film School pals successfully scrubbed out the line between reality and fiction.

    The film’s tagline set the stage: “In October of 1994, three student filmmakers disappeared in the woods near Burkittsville, Maryland, while shooting a documentary. A year later, their footage was found.” Audiences were expected to believe what they were watching — shaky, low-quality videotape of three runny-nosed kids weeping in the woods — was an edited-down version of real recovered footage. And while it was certainly an inventive way to challenge the boundaries of cinematic storytelling (not to mention justifying the low-budget look of the film), Blair Witch didn’t exactly seem poised to rival Titanic. That is, until an inventive guerrilla marketing scheme was devised.

    To add to the hype, Sánchez created a Web site devoted to the Blair Witch – a fictitious, woods-based specter who’d been snapping up Maryland kids for the last century. Although the legend was created out of whole cloth, it was soon snapped up by gullible Interneters everywhere, and a first-ballot hall of fame urban legend was born. Pretty soon, thousands of people were terrified of the Blair Witch. Even when the actors who played the “film students” started showing up (alive) doing interviews about the movie, many across the country refused to believe the Blair Witch wasn’t real.

    From that point, the “I’ve got to see for myself” effect took over, and Blair Witch dominated at the box office. Considered the most effective horror hoax since Orson Welles’ The War Of The Worlds broadcast, the film grossed $250 million worldwide. Not a bad return for Artisan Entertainment, which paid only $1 million for the flick after its Sundance screening.

    Did Blair Witch really suceed on the efforts of its internet marketing campaign alone? Many others have tried since… Check out what Fortune magazine had to say here


    Why The Dark Knight’s Viral Marketing is Absolutely Brilliant

    Dark Knight Viral Campaign

    Ten ways to hype your way to a hit movie

    Top ten viral internet campaigns