Branding Eye » Viral Marketing http://brandingeye.com Just another WordPress weblog Wed, 09 Dec 2009 17:17:32 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Male-bashing Web 2.0? http://brandingeye.com/male-bashing-web-20/ http://brandingeye.com/male-bashing-web-20/#comments Tue, 09 Dec 2008 02:40:27 +0000 Javier http://www.brandingeye.com/?p=47 Ok, this JCPenny holiday web viral Youtube video is really funny. Advertising Age’s Garfield did not like it. He thought it was too long and “exhausting to watch”. However, he didn’t make any comments on its potential effectiveness. His article focuses mostly on the video’s storytelling, editing, and production aspects.

In my opinion, web videos are very different than TV commercials, both in length and audience attitudes. Most people will watch Youtube videos as entertainment, so as long as they are amusing, they’ll keep watching.

Here are a couple of observations:

1. Based on comments from Youtube and Adage.com, this video worked as a viral vehicle.

2. The target audience (Youtube male users who are married or in a relationship) took it, as you can see in Youtube’s comments, mostly as male-bashing and did not like it. So yes, it is funny and viral, but their intended audience seemed to dislike it. So probably, the video not only did not increase any sales of JCPenny’s jewelry but generated a negative brand image in their target audience.

This is the follow up viral website: http://bewareofthedoghouse.com/VideoPage.aspx

What do you think?

JC Penny \”Beware of the DogHouse\” Husbands In The Dog House


]]> http://brandingeye.com/male-bashing-web-20/feed/ 0