09/10/2007 09:55:04 PM 
(5) 
(5) 
Clearly if awareness is the goal, this viral effort has made an impact and broken through. The probem is that the decay seems pretty steep.
At their best, these viral efforts have short shelf lives (1 week or so) before consumers move onto the next thing. How do you sustain success?
The future is about producing more because:
1. You need to experiment to see what sticks
2. Once you have success, you need a quick follow-up to maintain impact
Also, there's a quality factor emerging, this spot shows that not all virals need to be lo-fi. Increasingly, clever post production is arriving on the scene.
Who ever said viral is a cheap way to get your name out there?
Posted by Ed Cotton
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gorilla
I think you're overlooking the fact that the gorilla went on YouTube about a week ago. That's exactly when visits to the microsite dropped. the first bloggers didn't embed the video but referred to the site. The viral effect is not over yet.
Posted by sideburns on 09/11/2007 05:35 PM
I think you're overlooking the fact that the gorilla went on YouTube about a week ago. That's exactly when visits to the microsite dropped. the first bloggers didn't embed the video but referred to the site. The viral effect is not over yet.
Posted by sideburns on 09/11/2007 05:35 PM
redistribution of virals
Yeah, i may agree with Sideburns. I think the era of getting people to our microsites is dead-let's stop making these damn microsites anyway, nobody wants to go to them. What is alive is letting the info free to get embedded across the web of blogs, myspace pages, facebook profiles, widgets, etc. Which then makes measurability even more difficult (but that's a diff conversation). Cadbury Gorilla will def have some more minutes of fame as THE REMIXERS get on it and mashup new music versions, and the connectors redistribute the content thru unforseen channels. Besides, we have another year of POWERPOINT DECKS to re-hash Gorilla in all our client presentations since Dove is getting a bit dusty ;-).
Posted by Aki on 09/12/2007 01:28 PM
Yeah, i may agree with Sideburns. I think the era of getting people to our microsites is dead-let's stop making these damn microsites anyway, nobody wants to go to them. What is alive is letting the info free to get embedded across the web of blogs, myspace pages, facebook profiles, widgets, etc. Which then makes measurability even more difficult (but that's a diff conversation). Cadbury Gorilla will def have some more minutes of fame as THE REMIXERS get on it and mashup new music versions, and the connectors redistribute the content thru unforseen channels. Besides, we have another year of POWERPOINT DECKS to re-hash Gorilla in all our client presentations since Dove is getting a bit dusty ;-).
Posted by Aki on 09/12/2007 01:28 PM
But...
...how many bars of chocolate did they sell? The end goal was surely to seel more product. It would be interesting to see if they were successful.
Posted by Cherryflava on 09/26/2007 02:05 AM
...how many bars of chocolate did they sell? The end goal was surely to seel more product. It would be interesting to see if they were successful.
Posted by Cherryflava on 09/26/2007 02:05 AM
Aki was right
The mashups and remixers have revealed themselves, and the latest versions of the Cadbury Gorilla are gaining significant views on their own. Who knew "Total Eclipse of the Heart" could have a decent drum beat?
Posted by Brendon on 10/03/2007 12:43 PM
The mashups and remixers have revealed themselves, and the latest versions of the Cadbury Gorilla are gaining significant views on their own. Who knew "Total Eclipse of the Heart" could have a decent drum beat?
Posted by Brendon on 10/03/2007 12:43 PM
It appears you don't have Flash installed.
Considering the fact that Cadbury spent no media monies, they will have budgets to follow up on the Gorilla effort as promised.