Wieden + Kennedy's (@WiedenKennedy) production of the universally heartwarming “Thank you, Mom” campaign for Procter & Gamble (@ProcterGamble) originally launched for the 2010 Winter Olympics. Its messaging continues for the 2012 Summer Olympics in London with “Best Job,” a cinematic and emotional anthem. It has achieved more than 5 million views online and it won 5 Lions at Cannes last month, including golds in Film and Film Craft. Adweek (@Adweek) says:
The new spot is a beautiful testament to parents around the world who have helped their children through the grueling daily grind toward becoming an Olympic athlete.
The tagline of the online-only ad is, “The hardest job in the world is the best job in the world.”
Its new companion video spot, “Kids” (already reaching 1.7 million views), has a similar heart-tugging payout at the end:
What makes these videos so effective and viral? They’re
· beautifully filmed, directed, and edited
· poignant
· emotional
· brief
· relevant
· able to draw the viewer in to self-identify with the message.
In other marketing news relating to the Olympics, Marketing Land (@Marketingland) reports that Twitter and NBC have announced a new partnership centering on Twitter’s new “hashtag page” concept at twitter.com/#Olympics (distinct from the general search hashtag #olympics).
Twitter will have staff monitoring Olympic-related tweets from athletes, coaches, Olympics officials, NBC personalities and others and curating the best content surrounding the #Olympics hashtag on a single page.
NBC will promote the page and the hashtag during its on-air coverage across each of the networks providing coverage, including in primetime coverage on NBC itself.
Also see our previous blogpost, "The 3 Qualities That Make A YouTube Video Go Viral."
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