Perhaps one of the worst viral videos might also be one of the more successful
Posted on July 23, 2009 by tracyplayle in UncategorizedThere’s a trend, isn’t there, with bad publicity actually having the desired impact on a business but in a slightly odd way? I picked up this example today on utalkmarketing, about a viral video that PaddyPower (betting shops) have produced allegedly showing Ronaldo (I understand he’s a footballer, not that I would know!) running out of their shop having just placed a bet. The video is truly awful, and a clear scam, but because it’s so bad it’s got people (like me) talking about, linking to it, and spreading it around. Exactly the impact that they were after, regardless of how that happens. I had never heard of PaddyPower until today, so if nothing else they have achieved awareness raising of their brand. Checking out the video on YouTube, over 20,000 people have already viewed it. So, even if it is terrible, at least they can feel satisfied that people are watching it and now know just that little bit more about them.
Looking at their Wikipedia page (which must be true), they seem to bait controversy. I’ve heard a few of their adverts on Real Radio (formerly Century Radio) and they’re very memorable – in your face, brash but engaging.