Real-World Stunt Finds Online Success

In anticipation of the new James Bond movie, "Skyfall," Coke Zero put unsuspecting travelers to the test with a series of obstacles separating them from free, exclusive tickets. While the experiential campaign (or PR stunt) is brilliant in and of itself, what I love most about the initiative is its durability well beyond the actual execution.  The video of the effort debuted on YouTube on October 18, and as of this post, has 6.6 million views and has been covered by Mashable, Business Week and others. To use a buzz phrase, you might say "it's gone viral."

From my chair, the execution beautifully illustrates why marketers and PR professionals need to consider whether or not the real-world executions they plan can be leveraged online to build brand excitement and buzz. Despite posts like "How to Make a Video go Viral," there is no exact formula or process to make a video go viral or determine what content will resonate with audiences, but Coke Zero's video does three things particularly well:

1. It uniquely plays on the Bond movies.  There may be videos (or challenges) similar to this, but I don't know if I've seen anything that takes its cues and inspiration from its source material in such a unique way.
2. It may have been initiated by Coke Zero, but the video isn't an over-the-top endorsement or commercial. The brand is secondary here.
3. And finally, the video and execution are fun, and because they are fun, viewers want to share the video with family and friends.

So when you're planning an execution, pay attention to what you're doing in the physical world, and let your imagination run wild. Give careful consideration to the possibility that what you're doing regionally may be of interest to a larger audience. I mean, really think about it. Play the video out in your head. You'll more than likely be biased, so consider another person's point of video. Is it something they'd want to share? Find fun? Have a unique angle? And most importantly, be honest with yourself or your boss or your client. If you don't think a video will work, don't force it. The descending voice isn't the popular one, but don't do something just to do it. You may have other opportunities; you just have to keep your eyes out (and your mind open) for them.