Gates-Seinfeld shtick more viral than 'I'm a PC'
So has everyone been wandering around your office, puffing out their hairless chests and declaring "I'm a PC" with pride?
Thought not.
Visible Measures, a company that measures viral-video activity, announced this weekthat the Gates-Seinfeld ads enjoyed 4.3 million more viral views than the politely conventional "I'm a PC" campaign.
A somewhat improbable explanation was given for this enormous discrepancy. "So much viral video is basically word of mouth. And when you build a question into the creative, it gives people something to talk about," Matt Cutler, vice president of marketing and analytics at Visible Measures, told Ad Age.
I question this analysis.
Although the first ad had moments as forced as a Sarah Palin wink, the Gates-Seinfeld campaign was genuinely original. The second ad, in which the Laconic Duo tried to commune with real people--yes, even crabby little teenagers--was both amusing and intriguing.
The "I'm a PC" campaign, on the other hand, is as familiar as the tangy smell of a dentist's surgery. It captures the imagination about as well as Britney Spears captures a B-flat at 8 in the morning.
Visible Measures' figures bear this out starkly. After two weeks in the market, the Gates-Seinfeld ads were still getting about 700,000 views a day. After the same period, the politely conventional follow-up couldn't even scrape 50,000 a day.
In case you were wanting to cry "Fix!," please be advised that each of the campaigns had about 75 online placements.
Of course, viral viewing isn't everything. But it is a significant indicator of where daily eyes--and especially young eyes--go to get themselves through their desperately tedium-ridden days.
Every echo coming out of the closed chambers associated with these two efforts suggests that Microsoft simply lost its nerve after some negative reaction to the Gates-Seinfeld buddy movies. You don't spend large amounts on a star--and pay Jerry Seinfeld to appear as well--with the thought that you'll only run the campaign for a few days.
It is all one large pity.
Firstly, because sometimes the very best creative works aren't universally embraced when they first come out.
And, secondly, because we have been deprived of more "Bill Gates, actor." Mr. Gates' performance in the second ad was quite remarkable, and there was enough in his chemistry with Mr. Seinfeld to suggest a long-term campaign.
Let's hope his agent finds him another gig.
Chris Matyszczyk is an award-winning creative director who advises major corporations on content creation and marketing. He brings an irreverent, sarcastic, and sometimes ironic voice to the tech world. He is a member of the CNET Blog Network and is not an employee of CNET.
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For instance, we don't see much correlation between viral video success and video production quality. Some viral videos are super-slick while others are plainly UGC. At the same time, there is unquestionably a connection between viral video ads that challenge the audience's expectations, whether it be Quicksilver's classic (and controversial) Dynamite Surfing ad (http://www.youtube.com/watch?v=JR_naKxLEPc - for the record, 100+ unique video placements with almost 6 million views in aggregate) and the super-successful Nike Hyperdunk ad with Kobe Bryant (detailed breakdown at http://www.visiblemeasures.com/see-it-in-action/engaged-reach/ - 250+ placements with 16 million (!!) views total).
While taking a very different creative approach, the Seinfeld/Gates ads definitely challenged audience expectations and substantial online viewership -- and dialog -- resulted. Of course, no one can yet say if this is causal, but our data certainly suggests correlation. :)
In closing -- and my apologies for the long comment! -- thanks again for the post and it's great to have another experienced practitioner searching for insights in the curious phenomenon of viral video. We at Visible Measures do not claim to have all, or even some, of the answers... though we do have a mountain of carefully collected data that we're investigating -- and are now sharing the results on our blog (http://www.visiblemeasures.com/news-and-events/blog/). I certainly hope we have the chance to connect and compare notes.
Best,
Matt Cutler
Visible Measures
The "I'm a PC" ads are too tied to Apple - It's more like you're left with the impression of "okay, so why is a PC better? because some actors say so?" It's too muddy and conceptual, not so much a clear message to sell PC's.
The Gates/Seinfeld thing isn't really any better, but at least you know who Bill Gates is.
What I don't get is, why can't MSFT take the "VoIP as you are" flash ads, and adapt that storyline/plot/concept to a more general audience? It'd do a whole lot better than what they're thrashing about with now.
"The "I'm a PC" ads are too tied to Apple - It's more like you're left with the impression of "okay, so why is a PC better? because some actors say so?" It's too muddy and conceptual, not so much a clear message to sell PC's"
Did you actually see the ads in question? The "I'm a PC" ads were not paid actors- many were pulled from YouTube as submissions. Go to the Microsoft site in question to learn more. Knowledge will help you avoid errors like this.
But to follow up your comments- the Mac ads DO use paid actors. What does that say? Use a Mac because a person is paid to tell you what to think? That also is the wrong message to give based upon your comments.
I would love to see more Gates/Seinfeld ads myself, but the company is keeping pretty mum even internally about what this advertising campaign will have in it.
It strikes me like one of those movies that only film critics like and the people who attend the sundance film festival. They only way they would like it better is if it had French subutitles,
The "I am PC' adds resonate with the general population who use them every day to do thier job, and guess what, like them. I have had many people comment to me that they find the "I am PC" add to be clear and concise.
They have grown tired of the seeing the Apple adds pound day after day that the only way that you can be smart and cool is to use Apple.
But then I am over 40 and live outside of Silicon Valley or New York so I can't really be in touch.
The I am a PC commercial is clear, concise, and is on par with 90% of commercials that run on the air. it is your average, run of the mill commercial. The message: PC has a dominant market share. Its not annoying - its quick and painless.
Now, the Gates/Seinfeld ones were enjoyable. They were... unique. It accomplished the mission because it got people talking about Microsoft. The whole "wtf" feeling you get is exactly what they wanted. You sent that video to your friends, on message boards, people talk about it at work. It worked. However, I would hate to see it on TV. They need to stick to online viral marketing. Its largely successful and is cheaper. I would like to see them continue the series (perhaps even lengthier episodes).
Now if that isn't a multi pronged approach to marketing, I don't know what is. However, take my thoughts with a grain of salt because I'm a business/IT consultant - I don't know anything about marketing.
I think the ads achieve a rating of less than a B rated movie at 3 am on a weekday morning. To me they are an example of how Microsoft cannot think for themselves, they must copy everyone or buy the technology or idea, and I mute or change the channel so I don't have to listen to the stupid nonsense.