A Hunter Shoots a Bear

Michelle Abraham - 12:50 26 January 2011

I agree with your review Roseanne, this is a good example of a great viral campaign, although I am quite surprised it has not been more popular, I for one didn’t see it and when I asked around, many others hadn’t either. The ‘choose your own adventure’ style you talk about certainly seems to be taking off, and rightly so, on the surface it seems to be a brilliant way for brands to really get their audiences involved. Have you seen the ‘choose a different ending’ knife crime film, made for the Met? (BBDO) A completely different concept, as it is dealing with a very serious subject matter, but proof that this interactive style of online campaign has the potential to suit many different brands and products, as long as the execution is right and they keep it relevant! My only concern is that if this style of viral campaign becomes too popular, will we tire of it and find ourselves avoiding these ads, as we won’t want to sit clicking through ‘another’ make your own ending? That and the tiny niggling feeling at the back of my mind that I may have forgotten I was dealing with a viral made for Tipp – Ex, as I spent so long looking for endings?

richard scullion - 14:04 26 January 2011

lots of talk generated about the bear and your ability to find something it doesn't respond well to - easy to do - but i doubt much talk about tipex - does that matter?

Jonathan Harvey - 14:09 27 January 2011

I too agree with your review, the ad is a talking point, which is what the brand is looking for. I can't help but feel though, that viral campaigns are some what gimmicky, fun at the time but quick for the audience to loose sight of what the ad is intended for. With advertising on TV, although it is what you would call static, it still serves its purpose well by being straight to the point. I fear by being too interactive the product can be lost.
Another concern would be the brand image, Tipp Ex, is also used by school children. Do parents really want their children associating stationary with a bear smoking weed, or having sex? Yes, funny for adults to enjoy and laugh at, but with the internet being so accessible, it could easily tarnish their reputation as a brand.

Amber Burton - 14:42 27 January 2011

I remember seeing this viral and apart from the initial 'what's going on?', my interest lasted for about 5 seconds. All the usual debates about appropriate target market being missed apply here. I can think of other ways of viral marketing Tipp Ex which would be more in line with a sustainable brand image.

- 12:53 31 January 2011

Thanks for your imput everyone. I do see Richard's point about how the campaign was unlikely to generate much talk about Tipp Ex, and I think this is the point Michelle and Joff were getting at when Michelle, you forgot you were dealing with a viral made for Tipp Ex and Joff, you highlighted that it may be quick for the audience to lose sight of what the ad is intended for. In answer however, more poignantly to Richard's specific question of 'whether this matters', no I don't think it does! (to a certain extent) Lets face it, Tipp - Ex is a correctional fluid, hardly a product imbued with personality, therefore the sheer fact they were able to create such 'word of mouse' is a good thing. In my opinion, the exposure created from the viral itself is better than any other kind of advertisement, which lets face it, will at very best only have got a handful of people excited about Tipp Ex itself.
Moving onto Amber and Joff's point however, about appropriate targeting. This is very interesting and a point I originally overlooked. I did a little more research and Tipp Ex actually claim that they released this viral in line with children going back to school. Very odd, and I completely agree, if school children is who they were targeting they have missed the mark completely. The campaign could easily have been created within the same frame of mind, however targeting school children (e.g having the bear doing much more child friendly tasks). Saying this however, I do have to add that secondary school children probably would have enjoyed the campaign, even with it being inappropriate, in fact that's why they would have enjoyed it!

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