Filed under: advertising, cakke, commercials, GE, marketing, trends, viral |
Until now, viral marketing has been primarily an online experience, giving corporate Americans something to fill inboxes and unproductive days with while still somehow fueling our nation’s economy. But now the ante has been up’ed thanks to GE. Say hello to the newest medium of viral marketing… your TV. By now, you’re intrigued to find out what I’m talking about, I can tell by the confused and slightly bored look on your face, so here it is: One Second Theater by GE.
Somewhere around :26 into their :30 spots there is a “blip.” Literally, that’s all it is to the casual observer; just a one second blip that looks like some sort of “Requiem For A Dream meets the Matrix” kind of info-dump. But upon further inspection, users of DVR technology can rewind to the beginning of the blip and step, frame-by-frame, through the one-second-blip to reveal One Second Theater; a series of 7-10 still frames that humorously tell a story or give some background info about the commercial. And I must admit, some of them are a bit odd, a little off the wall, and are made for people who love the absurd and inane. Remind you of anything? Oh yeah, viral marketing. And for you nay-sayers who complain that viral marketing is defined as content with the ability to be distributed freely amongst people, a la the interweb … Spladow
* The “slideshow” is the One Second Theater seen when looking frame by frame
What truly makes this remarkable is that GE has not only dared the DVR to try hold them back, they’ve beaten it at it’s own game by actually USING the functions for their best interest. Not only did are they getting two commercials for the price of one, but they are making the user have to “do” something to get the content. Last I heard that’s called interactivity, something that’s rarely, if ever, been fully realized with live-television until now. Bravo creative team.
And to address the other side of the problem of people who are prone to fast-forwarding through commercials on these TV-fixers, (or -ruiners depending on which side of the market you sympathize) GE addresses this by not making a big “to do” about these new commercials… effectively making it all but an urban legend. And when it “leaks” that there are subliminal commercials within commercials, people are going to stop their commercial-cruising, if only for GE commercials, and see for themselves if it’s true. (notice the commercials on the site don’t have the “blips” themselves leaving even those who’ve seen them curious of how it works on the real thing). Bravo strategic marketing team.
I think it’s brilliant. But to those who don’t I say… “Let them eat cakke.”