As the tools to create user-generated content become ubiquitous and YouTube and other platforms become household names, consumers are going to find ways to celebrate or denigrate your brand. In a world where consumer attention is extremely difficult to capture, marketers should be opportunistic and consider how to ride the wave created by consumers.
Consider the case of Diet Coke and Mentos in the Eepybird Video. This video was created by two members of the Oddfellow Theater group in Maine. The video illustrates the combustive power of mixing Diet Coke with Mentos-- it's a good laugh. It has been viewed well over four million times online and was a guest -- along with its creators -- on Late Night with David Letterman. It also has a life well beyond-- there are more than 1,200 videos that appear when you search for "mentos + diet coke" on YouTube.
So, is this a good thing for Diet Coke and Mentos? If it does not stray far from your BrandPrint, it is a great thing. Mentos jumped on board quickly and has scooped up all ad inventory associated with the video, and have featured the eepybird video on their homepage. The Diet Coke brand team, on the other hand, has let the video run its course and is staying in the background.
In most cases it will be possible to ride the wave and stay on brand, but it will take creativity and a nimble attitude.
The Eepybird video, ready to roll.
Next: Conclusion
