I have decided that it is time to revisit (see previous post Here)the Smirnoff Tea Partay video due to its brilliance, its success at generating word of mouth, and its relatively new, but yet equally successful counterpart, the Smirnoff Green Tea Partay video. These two short clips are a great example of how effective well executed advertainment can be.
The original Smirnoff Tea Partay video was released about a year ago, and, to date, it has been viewed over 3.7 million times on YouTube. Not too shabby. And let’s not forget that people viewing this pseudo-ad are doing so willingly. They are not a passive audience sitting back and ignoring this advertainmnet, rather, they sought out the video, and they actually want to see it. Also, they seem to like it, as the video has a 4 out of 5 star rating on YouTube.
Also, disregarding production costs for the video, which likely didn’t exceed that of any standard 30 second TV spot, what is the cost of airing this video? Nothing…so, what is the CPM for reaching 3.7 million people? Nothing.
Smirnoff recognized this, and due to the unprecedented success that they had with the video, they went ahead and released the Smirnoff Green Tea Partay video about two months ago. And, guess what, lightning does strike the same place twice. They have already had over 3.3 million hits on this video. My suspicion is that many of the people who saw the original video (such as myself) jumped at the thought of seeing another, similar video. So, what have we got here? Repeat viewing that (likely subconsciously) further substantiates the brand equity of Smirnoff in the viewer’s heads.
As for the videos themselves, I don’t want to describe them at all in this post, rather, I think it is best if you watch them yourself. In my opinion, they are remarkably funny. Check ‘em out.
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