With all the brands desperate today to unleash a viral video on the Internets, I think it might be instructive to look at a brand that’s been viral offline for decades.
No ad agency had anything to do with the creation or perpetuation of the Gatorade dunk. Maybe this should be the definition of what viral is? Something can only be viral if uninstigated consumers create meaning around the brand. Everything else is just advertising.
[via Where’s My Jetpack]
That’s a great perspective, David. It’s kind of like the same urban legend that green M&M’s makes you horny. Not me. You.
No to mention all the sports movies that repeat it all the time, organically. Forget viral, it´s all about storytelling.
And in many of the instances I’ve seen it happen the dunk doesn’t even use the product — it’s just filled with ice water, but always in a Gatorade bucket. Here the brand is transcending the product to what the above commenter accurately said was about “storytelling”.
David,
Do you know who owns rights to this photo? We’d love to use it for a concept we’re working on.