Cryptadvertising: If Something Goes Viral, Use it!
August 1st, 2008
It’s interesting how in such a short period the Montauk Monster drew so much internet hoo-haa that Dr.Pepper/Snapple jumped on board of the craze with their own twist to the hype.
That twist was to USE IT in a new marketing tactic. My opinion? One word: Brilliant. The brilliant part of it all wasn’t their quick-to-react grasp of how viral marketing works; it was their ability to react with an OFFICIAL press release about it!
Press Release: Venom Energy Drink Offers Bounty for the Capture of a Live ‘Montauk Monster’
Venom, the piercing energy drink that strikes back, promises a lifetime supply of product and a corporate monster-hunting sponsorship to anyone man enough to subdue and capture the (presumably) ferocious, untamable Montauk MonsterPLANO, Texas, July 31 /PRNewswire/ — Dedicated to enabling the most thrill-seeking conquests known to man or beast, Venom energy drink is offering free product for life and a corporate monster-hunting sponsorship to the first person badass enough to capture a live Montauk Monster.
Was it a de-shelled turtle? A chupacabra? A manticore? No one knows for sure, and the mystery of the grotesque sea-beast that washed ashore yesterday morning in Montauk, N.Y. remains a mystery. While vacationing Hamptonites recoiled with fright and the Internet exploded with speculation, the team behind Venom mobilized for action, realizing that this was the chance for true adventure that its thrill-seeking customers have been waiting for.
“This quest isn’t for the faint of heart. Google the thing and you’ll see what I’m talking about. That beak could shred a bottle of Venom,” said Chanda Rhodes, brand manager for Venom. “We bet it is going to put up a pretty big fight. It’s going to take a lot of energy and a huge set of cojones to bring it in alive. That’s why we’re guaranteeing the badass who can do it a lifetime supply of piercing energy … in a bottle.”
As a consultant to this quest, Loren Coleman, director of the International Cryptozoology Museum and Cryptomundo blogger said, “I would advise Montauk Monster hunters to use great caution getting close to this cryptid, and to wear thick gloves.”
The hooked beak had Coleman mumbling, “You may need a bigger boat,” over and over.
Rhodes also reiterated that the bounty would not be awarded unless the creature is brought back alive. “We don’t care how you do it. Nunchucks, robots, plasma grenades – just make sure it’s still breathing. No disintegrations.”
For more information about the beast and how Venom can help you summon the courage and energy to answer this challenge, visit CaptureTheBeast.blogspot.com.
With a Montauk Monster mascot in the header of their blogspot site saying “All your beach are belong to us” how can anyone say they didn’t get this marketing campaign right?! They’ve got fanboys giggling everywhere I’m sure. It’s a little “geek trivia” that I won’t explain in this blog post. If you want to know the importance of that line, you need to work up your Google-fu! [Oh fine, fine... sheesh - If it still makes no sense to you: Let it go]
The design of the blogspot site is terrible–but it doesn’t matter! It’s more important that it IS terrible. The knee-slapping increases with the noobishness factor.
In conclusion… I’m going to go drink a Dr.Pepper now.
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