MediaPost runs a piece today talking about a threesome of Wendy's videos running on YouTube. The most popular of which is "Molly Grows Up"...
Vital Stats: (as of 6.48am on Friday 10/27)
- Length: 2m28 (or 4.93 30-second spots)
- 584,000 views
- 2 stars from 3,094 ratings
- 311 comments
- Favorited 271 times
I must admit, after reading the MediaPost article, I came expecting to hate this, but I didn't. It's hokey...but it's meant to me. Not particularly original, but brings a smile to your face nonetheless.
More importantly, it's actually not about the long-form content piece anymore and arguably it's not about Wendy's anymore...it has jumped on the viral bandwagon and now will be making its way across the blogosphere and the like.
The other 2 spots in the thread are not proving to be as popular, which suggests a concern about "scale" - iow, once is witting, twice is shitting.
Ultimately the YouTube phenomenon - with marketers scrambling to get free media and viral activation like lemmings - raises a bunch of important questions:
- Should marketers be paying based on certain thresholds being reached (in terms of popularity)?
- Is this scaleable? Wendy's Better Value Bureau is just another advertsing campaign...in today's day and age, the wearout factor amongst fickle consumers is incredibly short-lived
- Will this sell bacon-cheese-bacon-cheese-bacon-cheese-whopper-mac-99c-burgers?