Instead of providing a five minute video on its executive team, Agency.com made a ten minute video of themselves learning about Subway's business and uploaded it to YouTube without Subway's consent. Strike one.
For a company who "specializes" in creating unforgettable experiences, they certainly achieved it with this video- Although, probably not in the way they wanted. I certainly did not buy into the video as being authentic, or even very clever for that matter and neither did most of the public. Shortly after the video was released, they received a significant amount of backlash for it from many critics and bloggers, such as adrants.com.
I'm not entirely sure what their vision was, but whatever it was... it just didn't work. The video reminded me of a bunch of grown adults trying too hard to make the video funny by trying to act young and cool. Too many "fist bumps" and too many uses of the word "dude". Strike two.
This post provides yet another prime example of how to succeed in making your video go viral. Yes, Agency.com did achieve "viral" status, but not in a positive manner. Further, they narrowly escaped three strikes in my book... just narrowly.
So, if you're taking anything from this post, be sure to use this campaign as a rule of what not to do.
Sources:
1 www.agency.com/facts
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