Imagine Dragons fans got an awesome surprise on Sunday during the GRAMMY Awards.
The chart-topping rock band made a surprise appearance during a break in the show… but it was much more than just a performance. It was an approximately $8 million commercial spot for Target’s #MoreMusic campaign, and the first live GRAMMYs advertisement. The result? #ImagineDragons and #MoreMusic took the social media world by storm.
But Target’s not the only large corporation to recently fuse televised events with viral marketing.
http://www.youtube.com/watch?v=ZTwzsV3I3OQ
Whether you love her or hate her, everyone knows Kim Kardashian West, and her self(ie)-deprecating commercial for T-Mobile on Super Bowl Sunday became one of the most talked-about ads from the event, with fan tweets including hashtags from the spot like #KimsDataStash and #SaveTheData.
Business Insider tells us what the other side of the Twittersphere thinks of the “cringeworthy” ad:
So if no one wants to get a surprise #selfie from Kim herself, why is this commercial gaining so much attention? It’s exactly what T-Mobile wants. Kim is a polarizing figure in pop culture, so execs had to be sure the ad would be talked about.
An amusing, interesting, or outrageous video becomes viral when viewers share it online, mainly through social media. The viral trend is nothing new, but it has become quite significant in recent years as a way of subtly targeting various demographics and generating free advertising. A perfect example of the power of viral videos is the ALS Ice Bucket Challenge, which led to over 2.4 million videos being posted on Facebook.
The ALS Association reports that it’s received $115 million in donations since July 29th, 2014, around the time the videos became popular. The viral videos have allowed the organization to keep its fundraising costs low, and to spend even more on ALS research.
The popularity of these videos is largely due to the younger set of Facebook users. As any marketer knows, millennials are cynical and don’t respond well to direct advertisements. They do appreciate viral videos, however, and the Ice Bucket Challenge took off as a worldwide social media trend.
Facebook users from all over, particularly young adults who enjoy sites like BuzzFeed and UpWorthy, share articles and videos with their friends, who then share them with their friends, until everyone’s agreed that no one cares about Kim’s backhand in tennis and T-Mobile’s gained thousands of new fans. Everyone wins, right? Except Kim.
What did you think of the Imagine Dragons performance, and Kim’s T-Mobile commercial? What’s your fave trending viral ad? Tweet us @mettermedia and let us know what you think!
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
