Despite the build-up, the new EepyBird Diet Mentos Coke video wasn’t quite what many expected. It’s hardly approached the views of the original (250K by last count on Google Video). This ZDnet “MicroMarkets” piece praised the duo (Fritz Grobe and Stephen Voltz) and provides some interesting context. Yet while the ratings of the video are fairly strong on Google Video (4.5 stars) the reviews are mixed and many are quite negative. Probably the bazaar thing was that many comments revealed that the viewers hadn’t seen the original. Just goes to show the value of submitting to multiple sites. Audiences overlap but are distinct in many ways.
Before you read my thoughts, let me just remind you that I don’t consider myself in the same league as EepyBird. They’ve made great money, they demonstrate incredible planning, and they’re smart at marketing their work. That being said…
- I’m dissappointed that they ditched Revver, which put them on the map and made them a case study for making money via viral videos.
- I was expecting something much different. The choreography was brilliant and it was visually entertaining. But it was a little like watching the NumaNuma kid return. Sequels are anti-climactic even in viral video.
- Watching the duo wander around the latest fountain (doing nothing but observing) was like watching the guy stand behind a live news reporter and wave.
- The original video‘s tune (“You Gotta Tap” by AudioBody) was part of the magic. The sequel featured just another rock song.
- The production quality was worse than the first, despite having a three-camera shoot. My guess that was by design.
- I want to see some of the other talents of Grobe and Voltz! We’re done with Geyser, guys. Juggle Mentos. Do a comedy bit about Coke.
Mentos and Coke marketers are thinking about the next viral video “play,” since we’re in the 30th minute of the Mentos/Coke Geyser’s 15 minutes of fame. Mentos is looking for fresh new viral content and Coke has moved to various contests. So how does EepyBird move from Dexys Midnight Runners (my favorite one-hit wonder band with the famed “Common Eileen”) to something enduring like, say, Madonna?
Stay with the theme of creative, mind-blowing stunts that are sponsored. But show some new talents.