iMedia 25 - 2011 West Coast Agencies to Watch

Supercool Creative's Profile

Supercool Creative

Los Angeles

Picking a name like Supercool Creative sets the bar pretty high. But the biggest challenge for this agency isn't the high bar (the agency's portfolio really does have some super cool creative), it's the agency's specialty -- viral videos. Mere mention of the term viral video is likely to raise a few eyebrows. After all, brands always want their content to be viral; it's just that it seldom works out that way. So, how do you guarantee that a video goes viral? You don't. But you can improve your chances dramatically by hiring an agency with a strong track record.

To help Pizza Hut promote its stuffed crust pizza, Supercool Creative served up a pie with a twist -- $1,000 jammed inside the crust. The video featured an understated host and real families discovering the "dough in their dough." While the video was part of a small, one-off promotion, the content gave the brand more punch than it likely would have gotten from a traditional ad buy.

Here are the highlights: nearly 400 comments on Pizza Hut's Facebook page that weekend, 20,000 plus YouTube views, and mention of the stunt on "Jimmy Kimmel Live!"

To help IBM Lotus Foundations promote its new server, Supercool flexed its amateur content producer muscle for a geeky take on an office preparing for an imminent asteroid strike. Here again, this small video had a nice impact, reaching nearly 70,000 viewers with the kind of branded entertainment people are likely to share with their co-workers.

But Supercool isn't just about producing one-off videos. The agency has also done solid work in the emerging category of branded webisodes. Working for software publisher THQ, the agency produced the "Truth or Lies" web series, a kind of "Friends" for the geek set.

Here's the trailer.

Supercool Creative is based in Los Angeles.

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