Folgers Does The Microsite/Viral Video Dance

If I’m reading the New York Times right, viral videos are no longer cool. They’ve been adopted by one marketer after another, and now they’ve even caught on in Cincinnati.

For decades, the Procter & Gamble Company was perhaps the most staid and traditional national advertiser, rarely approving advertising that deviated from tried-and-true formulas. Now, as Procter begins exploring the wild world of so-called viral or word-of-mouth marketing, seeking to reach younger consumers who live online, eyebrows are being raised all over cyberspace.
For the last two months, Procter has been distributing a viral video clip for Folgers coffee, which can be watched on Web sites like adcritic.com, boardsmag.com, buzzpatrol.com and youtube.com. The clip presents a daffily skewed take on conventional coffee commercials, featuring a horde of impossibly cheerful people rampaging through a town.
The youth-oriented effort has its own Web site (toleratemornings.com), where the clip resides with wake-up calls, mock e-mail messages and a make-believe “boss tracker.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. I for one reject the inference that because they’re now mainstream that interactive microsites are uncool. The uncool ones are uncool, sure. This one is ok. Not amazing. But relatively fun. Installing an app that pretends to track your boss is a little silly and a waste of valuable internet dating time.