Friday, July 18, 2008


I have not packed a mover’s box in years, but the pain of lifting, carrying and pushing large objects through narrow doorways and blocked hallways is permanently etched on my mind. But when my colleague Rick showed me Klondike®’s latest viral video a few weeks ago, I simply cracked up. The video features two guys carrying a couch into a house while a task master Klondike bar coaches them with condescending remarks. A talking ice-cream bar, whipping two dudes with comments from the sideline...What’s there not to laugh about?

The video is produced by the SNL digital shorts team and was premiered on YouTube by the popular video producer Timothy Delaghetto. Currently, it’s been viewed more than 200,000 times on YouTube, Metacafe and Funny or Die. The Moving Day video follows on the footsteps of the previously released Phone Call video.

These videos, that are meant to drive interest around a Klondike video contest , are shaping to be viral success stories. They take a well-known phenomenon and put a quirky spin on it by having a non-human character speak and other actors say things that many people stuck in frustrating situations would want to say. They strike a chord in a humorous way. They give people the opportunity to be the funny person of the hour by passing it along to friends.

Yet it’s not just quality content that’s pushing the videos along Web networks. The team behind the promotion took a pretty strategic approach to distribution as well. The Phone Call video was first released exclusively on Metacafe. On the release day, the Klondike brand took over the Metacafe homepage, greeting every Metacafe user that came into the site through that central area. As I mentioned before, The Moving Day video was premiered by Delaghetto, who already had a sizable following and had been a fan of Klondike’s. The campaign for the video contest is also supported by the twittering Klondike bear (Twitter ID: Klondikebear), a Klondike Facebook page and intensive media relations and blogger engagement. Best of all, the contest submissions are flying in. So, what would you do for a Klondike Bar? ;-)

* Disclaimer: Klondike is a GolinHarris client. I decided to write this post because I enjoyed the campaign as a Web user and as a marketer.

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