Can you believe this?
Well if not, you are right! This video is a very smart viral marketing initiative from Cardo Systems, a provider of bluetooth headsets and it reached more than 6m eyeballs (this number includes the different versions of the video as well as the videos of people trying the experience to show it is a scam!). In addition, Cardo got a lot of press for this initiative - so, overall great PR at minimal cost and this shows how web 2.0 technologies are starting to change the way companies market their products...
... but it also shows the power of "Sticky" ideas. I am sure that months from now, if people mention this video, you will remember it.
Chip Heath, a Professor at Stanford GSB and Dan Heath, a consultant from The Aspen Institute, wrote a very interesting book, "Made to Stick" to explain why some ideas survive and others die. As they went through dozens and dozens of successful ideas, they identified six common principles:
PRINCIPLE 1: SIMPLICITY
PRINCIPLE 2: UNEXPECTEDNESS
PRINCIPLE 3: CONCRETENESS
PRINCIPLE 4: CREDIBILITY
PRINCIPLE 5: EMOTIONS
PRINCIPLE 6: STORIES
I found the book and this framework quite useful and if you look at the popcorn idea of the video, it fits this framework quite well...so may be it works!