Can a flock of sheep clad in nets of LED lights promote Samsung’s new line of LED back-lit HD televisions? That’s the question Samsung should be getting an answer to later this year.
I’m skeptical. Aside from top of mind awareness driven from coverage of the above question, I don’t see how this works for Samsung. They may have a lot of reach, but little engagement. The message being delivered doesn’t work to improve people’s opinion of Samsung. You have to go to Samsung.com/LED for that.
The video is viral for the sake of being viral and only transmits a relatively weak brand message that could be delivered through other digital campaigns. But it is better than RayBan’s video. Better viral video campaigns incorporate the product into part of what makes the video enjoyable. Coke-mentos (a completely consumer driven phenomenon) used Coke (not Pepsi) in a fun way. The Whopper Virgin program worked across TV and the internet. I continue to feel brands are often too shy in these viral video campaigns at best, and have a high risk of flopping at worst.