Haagen-Dazs: Help The Honey Bees Goes Viral
FMGC brands that have not embraced online and social media marketing yet, watch how consumers massively swarm to this Haagen-Dazs bee friendly viral video: Bee-Boy dance crew drops dead.
In two weeks the “Bee-Boy Dance Crew” video was viewed over 2 million times online. In addition, it received more than 3,500 comments on YouTube and was “buzzed about” on more than 130 sites and blogs and over 11,000 forum discussion sessions. The video continues to receive a four-and-a-half star rating on YouTube.
The viral video, which is tied to the company’s “Haagen-Dazs Loves Honey Bees” campaign, is making the rounds online as folks are encouraged to pass it along and “save a bee.” The micro site is Help The Honey Bees.
The viral video was created by San Francisco based Goodby, Silverstein & Partners. Then, Los Angeles-based video seeding company Feed Company was brought in to formulate and execute the “seeding” strategy for the video online.
According to Josh Warner, president and founder of Feed Company, Feed Company typically charges between $60,000 and $75,000 for the viral seeding of a campaign of this scale. “Häagen-Dazs definitely got their money’s worth,” Warner said. I think Warner is right: viral seeding can create massive reach at very low costs per contact.
I really applaud the Haagen-Dazs approach, creating a 360 campaign with a strong social media marketing component that creates ‘buzzing bees’ everywhere.
More info and insights about the campaign at MediaPost. However, I would like to know more about the viral tracking technology that was used. I don’t see anything about that in the article.
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[...] // In two weeks the “Bee-Boy Dance Crew” video was viewed over 2 million times online. In addition, it received more than 3,500 comments on YouTube and was “buzzed about” on more than 130 sites and blogs and over 11,000 forum discussion sessions. The video continues to receive a four-and-a-half star rating on YouTube. // (so berichtet im Viralblog) [...]
It was smart of them not to include a logo at the end, for more info you really do have to click through to the site, unlike most “commercials”. Thanks for sharing.
Yes cool idea huh. It shows how FMCG brands can be very cool online too.
Häagen-Dazs has a stinger with the Honey Bees…
My main girl Kelly LaVaute told me today about a great viral video from Häagen-Dazs with some dancing bees. It’s funny….
[...] Loves Honey Bees” campaign. How surprised I was today, when I saw the video on ViralBlog and read the following success message about it: In two weeks the “Bee-Boy Dance Crew” video [...]
Igor, We used TubeMogul and our own tracking for the Haagen-Dasz campaign.
@ Josh
Thanks that’s very clear.
Cheers
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