It's really fun to show these clips to other people - especially if you are able to watch them, when the crazy guy at the end scares the living hell out of them... ;-)
So obviously, these ads make great viral agents. The agency certainly realized that and made some of them available on the website.
But unfortunately they did a lot of mistakes when it came to the online part of the campaign and this will probably prevent these clips from reaching their full viral potential.
Here are just a few of them:
- The start page of the product's website fails to mention that it is possible to download the clips. Instead it asks the user to come back in a few weeks to get the exact time when the ads will be aired on TV !? Sorry, but how dumb is that ?
- If this doesn't deter you from wanting the clips, you really need Indiana Jones - like qualities to find them, because they are buried deep within the navigational structure: 4 clicks away from the start page (Hint: Don't forget to scroll down after the second click...)
- If you finally get to the download page, you quickly realize that it doesn't have any Email-to-a-Friend function. To make things worse, it is also not possible to link directly to that page. Why ?
- On the other hand, the clips don't mention the website at all !? So I guess, a real integration of TV and online media was never really intended.
- I also think, it's pretty safe to assume that Jung vonMatt/Flett forgot to do any planned seeding for the clips or any tracking of their success (for example through putting hidden HTTP-calls into it). Both vital parts of any viral marketing campaign.