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Heineken’s Walking Fridge

 

Posted on May 6, 2009
C. Werle

 

In December 2008, Heineken had a huge viral success through their Walk-In Fridge spot.

Oftentimes, spoofs of viral videos appear on the Net, and become successful as a result of the virality of the original spot, an example being the creative Bavaria spot.

However, marketers know that it is very difficult to repeat the success of a brand through a viral video with another one based on the same concept (T-Mobile tried quite succesfully with their Trafalgar Square Sing Along). In February, Heineken launched a spot that appeared to be a fake, in order to increase the buzz around the original spot, but the online community quickly realized that the video had been launched by the brand and consequently the buzz was insignificant. This time, Heineken seems to have learned its lesson. A few days ago, the brand released a parody of the Walk-In Fridge spot and the buzz is already building.


Launched on April 24, "Walking Fridge" has already been watched over 120,000 times. It may not be a phenomenal number, but with the holidays and the enormous buzz around Susan Boyle (which led to a significant drop in numbers of views of other videos), there is still potential. A great example of web marketing!

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Source:
- Stratégies
- Translated from French by Hadrien Turner


 

Comments

1. Thursday 14 May 2009 attime 08:36, by atul chatterjee

As an ad it has novelty. It will be a good example of web marketing if it causes an increase in sales or in brand awareness. Points to the Dutch company for getting attention to its product.

2. Monday 24 August 2009 attime 17:24, by Magnolia Medina :: research on this campaign

i am doing a research on viral marketing for my master. The purpose of this study is to analyze Walk in fridge campaign and other two viral videos. if you want to participate please click:

http://www.surveymonkey.com/s.aspx?sm=kir1HOU0ur4YjWIbqTy1QQ_3d_3d

Thank you

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