Back in March, I made a post about Google’s “Parisian Love” ad. The ad had spawned parodies that went viral, making up a quarter of the high profile Superbowl ads’ views on YouTube.
In this post, I posed the question, “was it possible those clever marketers at Google had intentionally created an ad they thought would spawn parody?”
Last week, Brenna Ehrlich posted a similar article on Mashable, regarding Tiger Wood’s new spot for Nike (Brenna’s article also referenced the Google ad).
It’s cool to see that Mashable is on the same wavelength as Zooppa when it comes to the future of marketing!
Both the Mashable article and the Zooppa post delve into the viral marketing power of parody. While it’s possible that parodies could hurt the original advertiser’s positioning and targeting intentions, for the most part, (borrowing from the traditional adage about public relations) all advertising is good advertising.
Parodies still get the brands’ name out there. They generate awareness. They generate buzz.
“Buzz” has always been the end goal of advertising and PR. Nobody can really define it, but everybody wants it. And it seems to be getting more and more elusive.
People are more and more sensitive to marketing, and more and more aware of being marketed to. And how does any one advertiser cut through the noise of today’s convergent media environment?
Parody is one way to get your brand through to the advertising-fatigued masses. You’re taking a risk in allowing the snarky public to run with your brand. But maybe that’s the price you pay when you want to get your brand passed from peer to peer.
People: The new advertising medium
Please use the comments forum to cite your favorite ad parodies!