16 April 2012 - 3:52pm | posted by | 2 comments

“Push to add drama” TNT ad receives over 20 million views on official video

By now, you’ll have definitely heard of the PR stunt by ad agency Duval Guillaume to launch drama channel TNT in Belgium (if not, where have you been?).

The video, which featured a button with the words ‘push to add drama’ above, and what happened when someone pressed the button, received nearly 10 million views in its first 48 hours, and has doubled to over 21 million in five days – and that is just on the official YouTube page.

The Turner Broadcasting PR stunt was launched only via social media and on the TNT website, although a 30 second trailer had aired in Flemish movie theatres for two weeks.

Duval Guillaume had been given the brief to ‘make a launch campaign worth talking about’ and they have definitely managed to do that – but is this a formula that can easily be repeated?

How easy is it to make a viral that actually goes viral?

What do you think?

Comments

16 Apr 2012 - 16:02
Gordon Young's picture

This was a very well produced and crafted film, that was brilliantly executed. As a result I suspect its success will not be easily replicated - in much the same way that it is not easy to replicate the success of the Grand Prix winners at the likes of Cannes and D&AD (festivals where I suspect we will see this work feature).

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16 Apr 2012 - 16:27
grumpymonkey's picture

I think it was a really good viral video, but does this mean there'll be a tonne of agencies trying to recreate this...not looking forward to cut-price versions!

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