IET: Beware Of The Monkeys
About a month ago (on March 2nd) viral marketing specialist Rebel Virals released a short film, featuring some surprisingly talented monkeys to promote the Institution of Engineering and Technology (IET), one of the world’s leading professional societies for sharing and advancing knowledge to promote science, engineering and technology across the world.
Beware of The Monkeys
The work is part of the IET’s drive to raise awareness amongst young professionals, connect with a broader target audience – initially to the UK, but with international overspill as a bonus – and demonstrate the value of viral to the IET.
The fun, high impact yet inoffensive viral features a troop of monkeys dismantling a car as they work on their own secret project. The strapline, ‘Evolve quicker’ tries to articulate the IET’s capacity to advance the careers of industry professionals. Because of the low budget character of the campaign, Rebel Virals focused on resources such as IET’s email database and supported this with limited UK-targeted social media seeding and some paid placement to kick-start momentum.
See how a troop of monkeys dismantle a car and reuse the parts to build their own
The IET is better known for their behind-the-scenes work developing the science, engineering and technology industry, rather than their bold marketing strategies. IET hopes to emphasize with this viral marketing effort the quirky and adventurous spirit of engineers and scientists and cast off the commonly-held belief of dull and stuffy. By choosing a wilder side IET is looking to find a new voice that connects with their audience on a more emotional level.
The visual humour comedy sketch can be found on YouTube, MetaCafe, Break, MSN Video, Veoh and has received 112,000 views, 38 comments and 88 ratings.
Source: The Drum, IET Press Release
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nice article on ‘Beware of the Monkeys’ http://tinyurl.com/dxamme thanks @ViralBlog + @yizmo #funny #viral #marketing #science
reading about a new viral with monkeys in it http://is.gd/qYaY
[...] wind and solar and hydropower and geothermal energy really cool, and get more people to buy them IET: Beware Of The Monkeys – viralblog.com 04/05/2009 About a month ago (on March 2nd) viral marketing specialist Rebel Virals [...]