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By B.L. Ochman

In October, I got an email from Cousins Subs about a hairy Bigfoot relative named Squatch, promoting its Twisted Subs. I watched it, wondering whether anything would come of it. So far, there’s been approximately one new video a week, with Squatch speaking, in a rather goofy way, to “dispel misconceptions” and myths about him.

The videos, which average under 500 views, are hokey, silly and strange. In one, Squatch promises not to eat any more joggers, hikers or stray dogs as long as Cousins keeps giving him subs. In the most recent video, he displays his artwork, suggesting that it would look good in a fast food restaurant.

Integration of the campaign with other social and traditional media channels is slight, to say the least. There’s no couponing, no sampling, no interaction between Squatch and fans. No Squatch sightings are requested, and there’s no gamification, contest, or other way of spreading the word. Dear Cousins: if you’d like to talk about social media integration, gimme a call.

Nonetheless, the Squatch videos are fun to watch. And hey, other equally peculiar videos have gone viral, so who knows, maybe Squatch will catch on. When considering unlikely hits, think “Gangnam Style”, now approaching 8 million YouTube views.

Squatch is also on Twitter, where he describes himself as “Educated former recluse, coming out of hiding to correct the false stereotypes.” He has only 77 followers of such Tweets as “it’s past my bedtime. Finding some brush and turning in.”

Factors likely to keep Squatch for Cousins from selling subs:
o We’re way past the days when clever, or in this case, strange, was all a brand had to put forth to set off a viral sensation.
o Simply increasing exposure is a goal whose time has past.
o Campaigns should create customers, sales, and measurable results.

Will Squatch succeed? Stay tuned.

The campaign is created by the Milwaukee, WI agency, Stir.