Meowbook Is The New Catvertising

June 28, 2012 By David Burn Leave a Comment

Cadbury sells a chocolate bar in Australia called Boost.

Droga 5 in collaboration with BE VIACOM, Ignite Media Brands and Carat sold Cadbury a cat video.

Sadly, it’s a mocumentary that’s been done before.

According to Campaign Brief, the three-part series, cleverly titled “Meme Myself and I,” is running on MTV Australia. The video also has nearly 60,000 views on YouTube.

A comment on Campaign Brief says, “curiously similar to every second pile of steaming branded content on offer in the ‘multiplatform’ world.” Which is too true. Consider this effort from Canadian agency John St. which debuted on YouTube last November:

I know there are no new ideas, but this is getting out of hand. There are new executions of the same idea. Can we agree on that?

Filed Under: Ad People, Agencies, Content, Video, Viral + Buzz

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.