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07/11/2007 by

Victoria Bitter: Great Stubby Symphony Viral?

Recently we promised our community to tap into more beer virals. Well, we have found a new beer viral for you. See how the Melbourne Symphony Orchestra takes a challenge to play a concert at VB Stubby’s! It’s great storytelling and will certainly enhance your social status, if you send this to your friends!

The VB Stubby Symphony micro website also offers downloads, a remix competition and a create your own VB Stubby Song. This is a case of 360 viral marketing, for which I applaud Victoria Bitter and it’s creative agency. See the making of the VB Stubby Symphony video below.

Many marketers ask me this question: “If we are looking for a great viral, what kind of agency should we look for? Our media or advertising agency”? My explanation mostly is:”In the new, different and social media landscape agencies will play different roles”.

“Let your Advertising Agency create your TV commercials. To get attention with viral internet commercials, invite Viral Agencies. To buy attention through TV GRP’s or Online Video Ads at CPM rates, talk to your Media Agency”.

Maybe it’s about time we start to understand that the digital world asks for a new approach. For new agencies. Please don’t keep mixing-up getting attention with buying attention. It’s definately not the same! Share us your thoughts about this VB Stubby campaign. (Tip: Daan at Onetomarket)


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Igor Beuker

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