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29/08/2009 by
5275 views

Teva Viral Video Ft. Co-Founder Vice Magazine

Outdoor footwear brand Teva, a division of Deckers Outdoor Corporation, which also holds Simple Shoes and UGG Australia, has released their first “viral video” starring Vice Magazine co-founder Gavin McInnes. The video is the first in a three part episode called The Naturist.

YouTube Preview Image

Teva seems pretty convinced regarding the virality of their videos, here’s a quote we found on Mediabistro:

“There is a major disconnect in the comedy and advertising communities. Everyone likes a good viral video, but microscopic budgets prevent most of them from really breaking through. On the corporate side, brands are getting tired of traditional magazine and TV spots, and want new ways to reach and engage audiences. For The Naturist, two unlikely teams paired up to create three sketches about survival in the wild — and I happen to think they are binary gold.”

Teva (and many other brands) has to understand that a video only can be called viral, when it’s actually viral. Compare it to a real virus, once a specific infection spreads itself rapidly through various hosts, such as the Swine flu, then it’s called a virus.  Warner made a crappy movie about viruses back in ’95, perhaps that helps to understand viral better?

We believe the video is definitely fun to watch, but we also think that video could be too long. If, for example,  40% of the audience doesn’t see the whole video, they’ll also miss the call to action: visiting the Teva website.  Teva used some annotations in Youtube, to push the audience to their website, but these are implemented at the end of the video. Besides that, most views are now coming from Break.com, a portal that doesn’t have annotations. Let’s hope for Teva that the majority of the public will see the whole bit.

Anyway, we have to admit, over 120k views within 4 days is a pretty good start, let’s see what happens next week. On September 9th the second video will be released. We’ll update this posting with some tracking information from our friends of ViralTracker if the real viral magic will happen.