It’s clear to everyone in the industry that the world of advertising is ever-expanding. Along with the use of social media and guerrilla marketing, viral videos are one of the newest ways for advertisers to contact consumers, whether they realize it or not. A small budget production, viral videos have some sort of unusual, often humorous topic to draw in internet users, delighting them to the point where they feel they must share it with their friends.
Take this one, created for Ray Ban sunglasses.
A guy catches a pair of classic Ray Ban shades with his face that are thrown to him by his friend from great distances and heights. The short video culminates in the guy catching the Ray Bans with his face while sitting in the front seat of a moving vehicle. No indication of Ray Ban as a sponsor is apparent until the end of the video when the retailer’s tagline, Never Hide, is written through dirt on the car’s window. The video represents the take-charge, smoothly suave, irreverent attitude of the brand without forcing itself onto its typically laid-back consumers, creating another opportunity for advertising and brand development.
With 4,945,954 views as of 6:16 PM on 3/27/11, the video has achieved viral status and was appreciated enough to inspire a hilarious spoof: