Influx Insights Tag Feed: gorilla

this one's for the cynics- cadbury's gorilla worked

Influx Insights — 2007-12-16T01:53:54Z

From the Financial Times- December 12th, 2007.

"Cadbury Schweppes yesterday said its advertising campaign for Dairy Milk chocolate featuring a gorilla playing the drums - which has become a YouTube favourite - had helped it recover market share in its UK confectionery business."

Case closed.

Posted by Ed Cotton

from consumer to editor- the gorilla escapes

Influx Insights — 2007-10-28T11:02:38Z

A was fortunate enough to have been invited to speak at Trumpet's inspirational Polygamous Marriage conference in New Orleans. In essence, it was all about the coming together of media, account planning and creative- connections planning.

It was a great event and some inspiring presentations. (Much more to follow).

John King from Fallon spoke about lots of things, but included the idea of thinking about consumers, not as the creators, but as editors of content.

A nice evolution of the current zeitgeist.

To demonstrate, he showed us how the Cadbury's gorilla ad had morphed into a variety of different edits, some created by people and others created by the agency to inspire people to do it themselves.

The Original- 2 million views plus...

Bonnie Tyler- Remix- 238,000 views

50 Cent Remix- 127,849 views

Bon Jovi Remix- 24,075 views

I know this is old news to many, but the idea of providing content that can be played with, edited and throwing out examples for people to follow is really smart.

It keeps the idea alive and engages the consumer in the process.

Posted by Ed Cotton

a gorilla makes cadbury famous for 6 days

Influx Insights — 2007-09-11T04:56:21Z

The Dairy Milk Gorilla ad seems to have had an impact. The data from Alexa shows traffic to the microsite eclipsing the volume of the sites of Cadbury's competitors.

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