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Cellphone Popcorn Video: Clever Murketing Hoax or a Bad Move?

OK, I'm officially embarrassed. The cellphone popcorn videos got me. And four million other people too.

Every brand hopes for one of these - but this one leaves a bad taste because what really happened is that four million people were duped. Yes, I know stunts are a time-honored tradition, but, despite its cleverness, this one is confused, at best, and its long-term impact will be negative.

What did they miss? A relevant message! Good guerilla marketing is not just about making noise or attracting attention. Because what does it matter if you get the attention of four million people if they wouldn't end up wanting to buy your product? In this case, the product category most likely to benefit from these videos is non-Bluetooth headsets like these.

Dunno about you, but I find the tactic scuzzy at best, and you can be sure I'll do more investigating before I post about new "virals" again. Sigh.

The videos showing cellphone radiation popping corn - seen over four million times since May 28 - turn out to be a "murketing" hoax by Bluetooth headset retailer Cardo Systems. The headset maker commissioned a marketing agency in Paris called LastFools to make the videos.

It's rather odd territory for a Bluetooth headset maker to enter, since the debate over cellphone radiation is far from resolved and a few recent international studies have suggested a link with three types of brain tumors. One study concluded that Bluetooth headsets turn the users head into a potentially harmful antenna.

Flying in the face of calls for corporate transparency, the summer's key trend, says Wired, is "stealth marketing" -with professionally produced videos masquerading as user-generated amateur video.

What's your feeling about stealth marekting? Duped? Amused? Angry? Baffled?

NY Times: Pogue: Popping a Corny Myth

Categories: Alternative Marketing, Social Media, Social Media Marketing, Word of Mouth, Worst Practices

BL Ochman | Jun 13 08 12:56 | TrackBack (0)

Comments

Hi BL

I posted an article about this as well. To me, the popcorn video missed because it wasn't relevant, but I did bring up two others that did a better job. One of the best hoax marketing videos I thought of were the Powerade commercials showing superhuman strength and the Toyota truck ads with the Lochness monster tossing them around. I think while these types of "murketing" aren't truthful, they do communicate a message to the viewer that makes the brand promise clear.

Here's the article if you are interested:
http://blog.marbleheadllc.com/2008/06/13/are-hoaxes-good-marketing/

Posted by: Jay Ramirez at June 14, 2008 11:22 AM

There's been some talk in Kansas City about a billboard with an average guy pictured with the words, "Jennifer, will you marry me?" People were all buzzing about it on their morning commutes. Turns out that it ended up being part of a marketing plan for a local jeweler.
The 'outing' of the plan has created a lot of dialogue about whether this is the right/wrong thing to do people. I dont find these types of marketing strategies to be in poor taste, nor do I feel duped by the people behind them. I've seen the popcorn videos and I've driven by the billboard, while I had opinions of them before, I now know the real stories I think it's clever. But then, I also have a sense of humor.

Posted by: k8 at June 17, 2008 12:03 AM

well gollee, i wish i had your sense of humor. :>)

Posted by: BL Ochman at June 17, 2008 4:22 PM

They got us too! Was it good marketing? Sure. I bet it prompted a whole lot of headset purchases. Was it ethical marketing? Oh, sorry, I guess we're not supposed to ask that question...

Posted by: Todd Van Hoosear at June 19, 2008 2:47 PM

It reminds me of a recent video I saw about the supposed office rage video in Russia. The video ended with the guy getting tasered. They had two angles, one from the security camera and one from a cell phone. Had me fooled until I heard that it was a viral video for the upcoming movie Wanted (http://squirrelqueen.wordpress.com/2008/06/05/office-worker-goes-insane-cell-phone-footage/).

Most likely, the movie will be the least wanted thing when it comes out.

Posted by: Csalomonlee at June 27, 2008 7:44 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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