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.”

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://www.bullshitobserver.com todd

    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.