Rhett and Link’s Alka Seltzer road show (see previous post) hit Philadelphia recently, and it didn’t take them asking more than once to convince me and a bunch of YouTube Cewebrities to hit Pat and Gino’s to appear in this video. I picked up CharlesTrippy, ShayCarl, TheMightyThor1212 and those gals to stop by before the YoTube events. We did it for fun not profit, but Rhett and Link were classy enough to feed us, and even send us off with beer money for that night (thanks, guys).
Favorite moment? The nervous look on the face of the agency account manager as she reluctantly handed me a Speedy statue. Don’t worry, agency lady. I’ll behave with him.
Admitting my bias, I’m still putting this promotion down as one of the top three smartest viral video campaigns of 2008. It joins the ranks of BMW’s Rampenfest and Diet Dr. Pepper’s Cherry Coke promotion of TayZonday.
It’s funny, entertaining, balanced well (promotion is subtle), it’s leveraging the charasmatic appeal of two video stars who have been provided creative control of the series. Rhett and Link give us a perfect example of advertising content that is first entertaining. And the branding finds a happy medium between, on one extreme, dominating the video, and on the other relegating itself to ignored pop-ups or lost entirely. The topics are related to food, the tone revitalizes an otherwise stale brand, and Alka Seltzer’s differentiator (the plop, fizz) is not lost. Bringing back Speedy was brilliant too.
The only thing I’d say about all three of these campaigns is that they probably could have been done more cost effectively. Diet Dr. Pepper got TayZonday for a song, but had some production overhead (it was also hampered by the reality that the drink tastes like the smell of a chocolate scratch and sniff, and that’s coming from a hardcore Diet Dr. Pepper guy).
The Alka Seltzer road show was fairly shoestring for television and advertising rackets, but still could be leaner (do you need 5 or more people beyond Rhett and Link at the shoot?). I don’t know about Rampenfest, but it looks very, very expensive (guessing $500-$1,000 MM).