Lost in [marketing] opportunity

Purtroppo non è andata molto bene ai geniali creatori dell’esplosivo video di fontane di Diet Coke e Mentos.

Infatti, nonostante il video sia diventato virale (è stato visto ben 4.1 milioni di volte), ha fatto guadagnare ai due creatori solamente 25.000 $.

I due si sono andati a lamentarsi con Business Week  del fatto che copie non autorizzate sono finite illegalmente su YouTube e Google Video negando loro ulteriori guadagni garantiti invece da Revver. Come potete vedere sopra, anche io ho linkato a YouTube e non a Revver (sorry but Wordpress non supporta fonti diverse da Google Video e YouTube.

Jackie Huba su Church of the customer blog li bacchetta, giustamente, affermando che invece di lamentarsi dovrebbero cavalcare (o meglio avrebbero dovuto) l’onda di questo successo incredibile creato dal nulla.

Si sono focalizzati solamente su come “far soldi” con quel video e non hanno pensato su come fruttare la visibilità che avevano creato. Classico esempio di marketing miopia che si basa sul “prendi i soldi e scappa“.

Forse erano un pò a digiuno di marketing e hanno ignorato che:

YouTube, Google Video, Revver and other video sharing sites act as fast-moving distribution networks world wide for advertising. With the right content, they are the digital equivalent of dropping Mentos into a liter of Diet Coke. Videos on them are the new 30-second ads. It’s content designed toward a marketing means.

Mah…sbagliando s’impara. Noi, guardando loro sbagliare, l’abbiamo fatto!


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