This is one of the more successful viral teasers out there, but it’s obviously not the only one. Around the same time this came out so did a teaser for Nikki Minaj/David Guetta and Lil Wayne/Bruno Mars colabs.
I’m not sure if this is a trending video promotional MO, but it is a sign of the trends that are arising in digital marketing; with video specifically. Simple things drive traffic: organic spontaneity, cuteness (babies, animals, situations involving them-Google and others make commercials using them all the time), sex, etc. People will watch anything that catches them off guard or intreats them to keep watching with the allure of a significant pay off.
My point is that this like so many other marketing techniques is becoming predictable, contrived and cliche; however, it may not matter. Techniques of what to do online are getting set in stone and I feel like the landscape is beginning to use celebrity and/or visible notoriety, momentary or otherwise, as dictating commerce. Whereas money, liquid or otherwise, is the dictating commerce of the real world.
In around 10 years, basically the current span of the larger social channels, the window to create something unique and original on the interwebs is closing. Things like YouTube Promotional partners determine replicable viral success and therefore monetization by placing content on their front page and hirer on their lists and sidebars. Metadata may not matter as much to SEO.
Most people’s laissez fair attitude towards their passive consumption of digital materials is slowly eroding away the potential of the space that they protected from SOPA/PIPA and idly let slide by ACTA.
Regardless of what the cannon of digital marketing techniques end up as, that Honda commercial was genius; but, I’m not looking forward to seeing it a 91 million times after the Superbowl add fest coming up.