The Suits Don’t Get Viral Marketing

If you have missed the Where the Hell is Matt Dancing  series, you’re in for a treat.  Watch this one, and then go to and watch the previous two.  They have all received extensive play at YouTube, with this latest one getting 2.25 MILLION views in the first few days (it was posted Friday).

Matt made his first video just for kicks.  It became so popular that he garnered sponsorship from the folks at Stride gum.  (You can go see their flash-tastic site here if you would like your aggravation maximized today.)  You know Stride gum – they’re the ones with the hilarious  TV commercials where their gum’s flavour lasts so long that people never have to buy any more so Stride has to shut down their factory.  Those commercials, like most interruption marketing, are annoying.  Matt’s video, like most popular viral content, is delightful.

Why would Stride spend hundreds of thousands of dollars making their inane TV spots, and millions of dollars buying airtime for them?  They sent Matt around the world for $50k and got WAY more exposure, and it was straight into their target demographic.  It’s frustrating to see a marketer do something so right at the same time as continuing the stale old ways.  I guess corporate marketing is still too timid to put all their eggs in a non-traditional basket.


2 Responses to “The Suits Don’t Get Viral Marketing”

  1. WWBD (What Would Broox Do?) « About Bars & Marketing Says:

    […] (What Would Broox Do?) June 26, 2008 — sbroox In yesterday’s post, I criticized Stride for continuing to use a dying medium (TV) to promote their chewing gum when […]

  2. Some Suits Do Get Viral, It Seems « About Bars & Marketing - by Stephen Brooks Says:

    […] Some Suits Do Get Viral, It Seems July 10, 2008 — sbroox The headline is in reference to a post last week entitled “The Suits Don’t Get Viral Marketing.” […]

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