Posts Tagged ‘Uncle Drew’

The New Wave of Marketing – Going Viral

July 2, 2012

At the beginning of my IMC journey, I decided that I was going to take a course every session.  No summer breaks for me because I fear I may lose momentum.  The summer course I’m taking right now is a core course, IMC 612 – Audience Insight.

One of the many things I appreciate about the IMC program is the relevancy.  With courses that examine web metrics, mobile marketing and social media, the IMC curriculum provides marketing practitioners an edge that enables them to bring timely marketing strategies to the workplace.  This week in IMC 612, we had to find an example of an amazing viral marketing ad.  I selected the Pepsi Max commercial featuring Uncle Drew.

I saw this commercial when it aired during the NBA Finals and I decided to go to the website address listed at the end of the commercial because I was so intrigued.  The premise of the commercial is a grey-bearded elderly man plays basketball like a pro in an evening pick up game.  Throughout the commercial you hear Uncle Drew talking smack saying, “I’m a real baller…I get buckets.”  At the end of the 30-second commercial, the screen goes black and the copy reads, “Who is Uncle Drew?” And then a website address reads, “pepsimax.com/uncledrew.”

Have you been to the website?  I’ll save you the time.  Find out who Uncle Drew is by clicking the link below:

One of the things I found interesting about this example was that Pepsi MAX didn’t decide to create a :30 TV commercial until they had the unexpected success of the YouTube video.

Pepsi MAX uploaded the video on YouTube on May 18th and it went mega-viral online, attracting 5.4 million views in two weeks.  The video even led to more than 10,000 #uncledrew tweets, many repeating Uncle Drew catch phrases like, “I get buckets,” “Don’t reach, youngblood,” and “I’m a real baller.”

In turn, the TV commercial aired during the NBA final actually acted as a trailer for the online video which had already garnered social media success.

Do you know of any surprising viral marketing successes?  What are some of your favorites?

~Rukiya