I can’t remember how I came across it yesterday. I did notice something ‘strange’ about the YouTube page but thought it was just because it would be a custom-built page. When the guy reached out of the video, I nearly freaked. And then, the pièce de résistance, the ability to type in your own choices and see the video response. Amazing.
I really like this for several reasons:
- It’s utterly viral. That is, it’s video – which often works because it’s a rich experience that people can easily share through just one link – it’s funny, it’s clever, and it’s pretty cool. I’ve written about viral before - what makes a good viral, and what is not viral. However, it also enables you to participate, which makes it almost totally viral in that you can change it, play with it, then pass it on. The closest I’ve seen to this is the Obama ‘What happens if you don’t vote’ video which I still love, but I wonder whether the Tippex viral tops it?
- It’s joined-up. I guess the insight behind it is that you can make small changes that have a big impact. This is good, much better than ‘You can erase things and change them with Tippex.’ And so they go from the insight to the execution. I mean, who’d have thought about bears? Creativity abounds.
- It has long legs. There’s huge scope for this to go on and on. Personally I’d like to see them invite people to create their own small videos for the terms that aren’t there. For example, I notice they don’t include ‘Tweets a bear’ which is probably quite a big miss. So, invite people to submit their own, and you get the audiences not just engaged, but activated.
I just wish I could have worked on this one. It must have been so exciting to come up with an idea you knew would work, then make it happen, and to take the client along with you. Whoever is behind this must be feeling pretty good about themselves today.
And I’ve noticed that it’s slow to load now. This is because it’s everywhere. How much more viral can you get? Let’s see how it pans out shall we? The chart below shows trends data for searches on the term ‘Tippex’. Let’s see if it starts to go up on the back of this.
Anyway, as the guy keeps saying to me: “Come on! Write something up there!” Top tip: give ‘tickles’ a go. It’s cute.