Comments on: Bridezilla — good or bad marketing? http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/ ... at the intersection of media, technology, business and the web Tue, 04 Oct 2011 13:01:00 +0000 hourly 1 http://wordpress.org/?v=3.1 By: Ian Barr http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/comment-page-1/#comment-227231 Ian Barr Tue, 13 Feb 2007 18:06:33 +0000 http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/#comment-227231 Great discussion in the marketing world going on about this campaign. I posted my opinion prior to leaving for vacation and have returned to find a lot of interesting point of views. My original is here: http://blogs.hillandknowlton.com/blogs/techknow/archive/2007/02/02/7071.aspx Tony, to your note about whether or not Wigout will become part of the target audience's vernacular...are you polling them now or after the advertsing blitz? I'm assuming Wigout will be the main focus of the campaign but can't see it resonating with your target demo simply from the brief mention on Youtube. Regardless of my opinion on the initial web strategy, it's nice to see a brand that's willing to take some calculated risk. Great discussion in the marketing world going on about this campaign. I posted my opinion prior to leaving for vacation and have returned to find a lot of interesting point of views. My original is here:

http://blogs.hillandknowlton.com/blogs/techknow/archive/2007/02/02/7071.aspx

Tony, to your note about whether or not Wigout will become part of the target audience’s vernacular…are you polling them now or after the advertsing blitz? I’m assuming Wigout will be the main focus of the campaign but can’t see it resonating with your target demo simply from the brief mention on Youtube.

Regardless of my opinion on the initial web strategy, it’s nice to see a brand that’s willing to take some calculated risk.

]]> By: Mathew http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/comment-page-1/#comment-226027 Mathew Sat, 10 Feb 2007 17:50:59 +0000 http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/#comment-226027 Thanks for the comment, Tony. And there's no question that the tension between whether it was real or fake gave it a lot of energy -- and I suppose in some ways it isn't that different from any "teaser" campaign. At the same time, however, I think that effectively disguising it as a "real" YouTube clip is a little sneaky, wouldn't you agree? And I'm not sure that tricking someone is a great way to start off a marketing relationship. Did you get lots of free publicity? Sure. But I'm not convinced that it was worth it. To me, this is a little like the "buzz" campaigns where someone comes up to you in a bar and you think you're really hitting it off, only to discover that a company has paid them to talk to you because they're trying to sell you something. Thanks for the comment, Tony. And there’s no question that the tension between whether it was real or fake gave it a lot of energy — and I suppose in some ways it isn’t that different from any “teaser” campaign.

At the same time, however, I think that effectively disguising it as a “real” YouTube clip is a little sneaky, wouldn’t you agree? And I’m not sure that tricking someone is a great way to start off a marketing relationship. Did you get lots of free publicity? Sure. But I’m not convinced that it was worth it.

To me, this is a little like the “buzz” campaigns where someone comes up to you in a bar and you think you’re really hitting it off, only to discover that a company has paid them to talk to you because they’re trying to sell you something.

]]> By: Tony Chapman http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/comment-page-1/#comment-226004 Tony Chapman Sat, 10 Feb 2007 16:36:02 +0000 http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/#comment-226004 There are many stories to this campaign. We had some wonderful consumer insight to work with - that woman can have a powerful emotional reaction to having bad hair - its like taking away Austin Powers mojo. We wanted to create a terminology for this reaction - 'wig out' and dramatize it. We couldn't think of a better scenario than this problem happening on a 'wedding day'. We purposely pulled the You Tube Video when we launched our Sunsilk 'stop the wig out' mass media campaign - and stay tuned for some interesting twists We will know if we are successful if Wigout becomes part of our targets vernacular, and if Sunsilk is the solution she seeks. Stay tuned.... Tony Chapman Capital C P.S. Capital C uploaded the viral live on a Friday and by Monday it was getting tremendous traction. We realized that one of the storylines was whether it was 'real or not' - we had great debate at our shop whether we should pull this, and I made the executive decision not to - I felt it was too late, we weren't promoting Sunsilk in the ad, and the tension between those who thought it was real, or fake - I felt is what gave it so much on line energy. There are many stories to this campaign. We had some wonderful consumer insight to work with – that woman can have a powerful emotional reaction to having bad hair – its like taking away Austin Powers mojo.

We wanted to create a terminology for this reaction – ‘wig out’ and dramatize it. We couldn’t think of a better scenario than this problem happening on a ‘wedding day’.

We purposely pulled the You Tube Video when we launched our Sunsilk ‘stop the wig out’ mass media campaign – and stay tuned for some interesting twists

We will know if we are successful if Wigout becomes part of our targets vernacular, and if Sunsilk is the solution she seeks.
Stay tuned….

Tony Chapman
Capital C

P.S. Capital C uploaded the viral live on a Friday and by Monday it was getting tremendous traction. We realized that one of the storylines was whether it was ‘real or not’ – we had great debate at our shop whether we should pull this, and I made the executive decision not to – I felt it was too late, we weren’t promoting Sunsilk in the ad, and the tension between those who thought it was real, or fake – I felt is what gave it so much on line energy.

]]> By: David Jones http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/comment-page-1/#comment-225526 David Jones Fri, 09 Feb 2007 04:13:07 +0000 http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/#comment-225526 I'm sadly mistaken? You're sadly mistaken! This whole damn blogosphere is sadly mistaken! If Al Pacino had a blog, that's what he would leave in the comments. I’m sadly mistaken? You’re sadly mistaken! This whole damn blogosphere is sadly mistaken!

If Al Pacino had a blog, that’s what he would leave in the comments.

]]> By: JK http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/comment-page-1/#comment-225508 JK Fri, 09 Feb 2007 03:14:39 +0000 http://www.mathewingram.com/work/2007/02/07/bridezilla-good-or-bad-marketing/#comment-225508 I think you're sadly mistaken too I think you’re sadly mistaken too

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