18 Jun 2013

Megahit Marketing


This week, around 11,000 members of the global communications industry come together to be inspired and educated at the Cannes Lions International Festival of Creativity, the world's biggest celebration of creativity in communications. Professor Thales Texeira will be at the festival presenting his research on what creates a successful viral advertising campaign and the concept of “lean advertising.”

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17 Jun 2013
Re: Thales S. Teixeira

It probably won't shock you that the most popular YouTube video in the past month was "Gentleman," the latest hit from South Korean rapper PSY, whose "Gangnam Style" is the most-watched video of all time. More surprising: among the other most-watched videos was an advertisement for bottled water.

Evian's baby&me features several adults dancing with toddler versions of themselves in the reflection of a store window. Only at the end of the 77-second video do we see a bottle of Evian, along with the slogan "Live young." Since its release in April, the video has garnered more than 53 million YouTube views. By contrast, Nestlé's self-explanatory "From Maine Water Springs to You: The Journey of Poland Springs Water" has barely cracked 500 views. So why did one water commercial sparkle on YouTube, while the other fizzled? Read More.


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