SNL Hits the Web

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Client: Saturday Night Live/ NBC

This Saturday Night Live skit probably elicited laughs when it was broadcast on NBC, but its real power has been on the web. As the New York Times reported on December 27th, "Since it was originally broadcast on NBC, 'Lazy Sunday' has been downloaded more than 1.2 million times from the video-sharing website YouTube.com; it has cracked the upper echelons of the video charts at NBC.com and the iTunes Music Store and it has even inspired a line of T-shirts, available at Teetastic.com."

The example of "Lazy Sunday" demonstrates how the web can reinvigorate and reinvent what has already run on traditional media. It also brings up issues about brand image control. The skit makes references to Magnolia Bakery, Google Maps, MapQuest and, of course, "The Chronicles of Narnia." While we imagine that the skit's creators were not commissioned by any of the mentioned brands, "Lazy Sunday" undoubtedly raised awareness of these various entities. Audiences' increased internet know-how is impacting brands. The trend of consumer involvement is on the rise, extending brands' reach. "Lazy Sunday" presents Magnolia Bakery and "The Chronicles of Narnia," along with the other brands, the opportunity to leverage this SNL/ YouTube generated awareness.

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This is really funny and very localized in its humor, but it's really not user-generated content. This is, however, an example of the segmentation of the audience. This is an example of the kinds of content that are spread virally by a targeted audience of people who will “get it.” This is an inside joke spread virally on the web, with most of the references being purely for New Yorkers. The fact that this is an SNL skit adds credibility, and is certainly an example of what people are capable of creating in their spare time. I look forward to more like this over the coming months.
-- Cory R Treffiletti, SVP, engagement architect, Carat Fusion

It's always challenging to talk about the significance of things that don't happen, but in the case of this hysterical SNL skit one of the most fascinating things is the lack of action -- at least, to my knowledge -- by Disney and Walden Media, the producers of "The Chronicles of Narnia." Sure, satire is protected speech, but that hasn't stopped big corporations from trying to inhibit skits and satire in the past. I find it both remarkable and praiseworthy that Disney and Walden didn't object to a pseudo-rap about a couple of white stoners getting ready to watch Narnia while killing their munchies with cupcakes. Then when the skit got picked up and took fire online, I suspect that there was some nailbiting in corporate offices. I agree with Cory that "Lazy Sunday" does not represent consumer-generated media, but I do think it is a sign of a new openness that marketers must have when it comes to how their brand is being portrayed in the media. It's always worthwhile to remember what Oscar Wilde said: "The only thing worse than being talked about is not being talked about."
-- Brad Berens, executive editor, iMedia Communications