The rise and rise of the practical joke ad campaign
Mel Peck from the Viral Ad Network picks out the highlights from The Drum's Viral Video Chart and looks at the increasing number of brands that consider themselves pranksters.
Snatching the top two spots in the Viral Ad Chart this week, Pepsi and Carlsberg are the latest brands to cash in on the interweb’s love of practical jokes with some hidden camera shenanigans.
Experiential marketing is nothing new, T-Mobile was one of the first brands to experiment with public marketing stunts back in 2009, with its flash mob dance in Liverpool St Station, but recently we’ve seen an unprecedented spate of prank videos trending in the viral chart. This year alone stunts from TBC, Nivea and Heineken have all become instant viral hits. It looks like advertisers have found a seemingly inexhaustible source of viral gold, but what is it about practical joke videos that make the interweb so keen so share them?
Here at Viral Ad Network, we use TubeRank to look at social sharing triggers for hundreds of trending videos every week, and the best viral ratios always come from clips that provoke a strong emotional response in a viewer, anything from laughter to shock and disbelief, and filming people’s reactions to public stunts is a clever way to tick some of those boxes. Not only do prank videos capture genuine responses to what are often pretty extreme situations, but they encourage people to empathise with the characters and think about how they would have reacted – remember the Scary Ghost Girl Prank? I think I would probably have had a heart attack!
Taking the number one spot in the Brand Chart this week, and clocking up over 27 million views is Pepsi, with a hilarious practical joke involving NASCAR driver Jeff Gordon disguised as a would-be customer and giving an unsuspecting car salesman the test-drive of his life. Cue lots of crazy driving, swearing and comedy terrified faces.
I’m a little disappointed to have to say it, but sadly it appears the whole thing is a fake. In an interview with ABC News, a Pepsi spokeswoman refused to comment on whether or not the salesman was an actor (which basically confirms that he is), but there’s also an interesting post about all the telltale signs that the stunt was staged on the Jolopnik blog, (the kind of details the interweb loves to spot). Even so, it’s still fun to watch, and with close to a million shares, it’s a pretty epic viral win for Pepsi.