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07/06/2008

OK, maybe YouTube Fred won't work for your credit union, but how about someone like Rhett or Link?

By Tim McAlpine

Other than one comment from a slightly ticked Morriss—because I used the word viral 10 times—my last post about YouTube Fred didn't get any real dialogue going. Perhaps its because no one really saw the potential of hiring a goofy Internet star to represent their credit union. Fair enough.

But before I move on to another topic, I wanted to further explore this new trend of employing self-made YouTube celebrities as product pitchmen. Enter the Alka-Seltzer Great American Road Trip starring Internet sensations Rhett and Link.

Let's put my fascination with social media and weird Internet memes aside for a moment and look at the smart marketing strategy at work in this example. Alka Seltzer is a tired old brand that Bayer Healthcare is looking to reinvent and introduce to a new generation. Credit unions find themselves in this same situation.

At the core of the Great American Road Trip is a very simple concept. Alka Seltzer is ideal for calming the type of upset stomach that one might get from over indulging in rich, deep-fried road-trip cuisine. To prove the point, Bayer has hired two proven Internet stars to document their road trip across America this summer. In the process, Rhett and Link are raising brand awareness for Alka Seltzer and likely selling some product along the way.

Here are my take aways:

Entertain first
Educate second
Create a story
Use free online channels
Show up where your audience is
Bring people back for more

I hadn't thought of Alka Seltzer in years. Now, I can't get enough of this site. Who knows, maybe I'll even buy some Alka Seltzer if I get a stomach ache this summer!

This particular video is my favourite. I'll get off this YouTube celebrity track for awhile and move onto something else.

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07/04/2008

Youth marketing: Could your credit union buy viral?

By Tim McAlpine

Exhibit A: Zipit Wireless. Zipit offers an all-in-one wireless messenging device—kind of a like an inexpensive Blackberry for kids. Billed as the ultimate texting device, the Zipit Z2 is sold through major retailers like Target and Best Buy for under $50.

Exhibit B: Fred. Fred is a bonifide YouTube viral video sensation. His extremely silly videos get viewed millions and millions of times. This video, for example, was uploaded just two weeks ago and has been viewed more than 3 million times. Fred's collection of videos have been viewed more than 25 million times. Some of his videos have more than 35,000 text comments.

What's interesting is that Fred is now sporting a Zipit Z2 device in his videos. Zipit and its LA-based ad agency, WOO, have brokered an endorsement deal with Fred. Fred even has his own Zipit microsite.

Marketers world-wide are seaking viral. The problem is, viral is nearly impossible to create. Viral just happens. What makes one video go viral doesn't necessarily make another video go viral.

Zipit and WOO have recognized that viral marketing can't necessarily be manufactured from within an ad agency and have, instead, attached the Zipit brand to a proven viral entity.

A few questions for credit unions seeking younger members to consider:

Is viral marketing a goal for your credit union? If so, why?
Would sponsoring a proven YouTube star work for a credit union?
Could this type of approach increase membership?

I can totally see the brand connection between Zipit and Fred. The device is cool and it is specifically designed for young people.

Could a credit union pull this off? Considering that most YouTube 'stars' are slightly offbeat characters, it would take a credit union with a slightly offbeat brand to have any type of alignment.

Most credit unions are conservative organizations that are very concerned with portraying a stable, trustworthy image to their membership. Someone like Fred might be a stretch, but it sure would be fun to watch!

What do you think?

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OK, maybe YouTube Fred won't work for your credit union, but how about someone like Rhett or Link?

Youth marketing: Could your credit union buy viral?

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