The latest press release of PRNewswire (the same folks who provided “McDonalds Iced Coffee As An Accessory”), touts "Viral Videos."
In the press release, Doug Heinlein of The Art Institute of Seattle refers to a “viral video circa 2002-2003, featuring a chicken-man dancing in an apartment, it was sponsored by Kentucky Fried Chicken, but with no branding that you could see. They just wanted people to think about chickens." (more)
Here are today’s lessons:
First, do not take things your read as gospel – even press releases. The viral video Mr. Heinlein refers to is called “Subservient Chicken” a 2004 campaign sponsored by Burger King not KFC.
Second, being cute and memorable doesn’t equate to being effective. I'm sure Doug Heinlien has plenty of other things to think about and, like the rest of us, can’t be expected to remember everything. The purpose of the video was to promote (rather bizarrely) BK TenderCrisp. While the Burger King Logo opened the video and there were links to Burger King on the video’s page, the only thing most people remember is the chicken.
On the other hand this ads combines creativity with a memorable message.
Attempting to be creative for creativity’s sake is a gamble. To be sure, everyone will laugh and say how wonderful and funny you are. But what will the audience take away from the experience? The memory of failed campaigns and wasted dollars tend to stick with advertisers for a long long time.