Rollerskating babies unlock viral video success for Evian
Evian’s new live young campaign racked up the third spot this week on YouTube by featuring babies dancing on skates. While many struggle to attain that kind of viral video success, the winning recipe here seems to call for style over substance.
The video kicks off when a baby pops a tape of Rapper’s Delight into an old school boom box and starts tapping his toe. The baby is soon joined by the rest of his band of eerie animated infant friends.
You can watch the babies through a full minute of amazing jumps and funky dance moves which culminates in a baby weaving between bottles of Evian water. The video and supporting site support Evian’s new marketing slogan, “Live young.”
While the animated characters look a bit strange and the marketing campaign quite obvious, Evian struck the right balance of cute and fun to launch its viral video campaign. The company has also provided loads of content to support the video.
The Evian Babies profile on YouTube features a total of six videos featuring the skating babies. Other videos include a behind the scenes look at making the video, a baby moonwalk as well as an additional break dancing babies video.
Evian also launched the site http://evianliveyoung.com to feature the skating babies as well. The site features additional teasers, the Facebook fan page and a link of where to find the background music on MySpace.
Even more eerie is the fact that you can get to know more about the babies through interviews and their own personal Facebook fan pages. There’s nothing like cyber-stalking an animated infant to make you feel young again.
Obviously the team at Evian worked very hard to create all of these digital assets, and it seems to have paid off. How many similar companies have tried to create viral video success only to see their brand get ridiculed by social media users?
Related Posts:
July 18th, 2009
this Evian video goes to show how much more you can do with old school skates than roller blades