There are adverts for Sweden’s Felix Ketchup all over Stockholm’s subway stations right now. You only have to glance up to spot pictures of pancakes or ice cream covered with the stuff. The slogan reads Ketchup till allt (literally, ketchup on everything!).
Underneath each poster is a (relatively complex) url to a video on YouTube. The idea being that you might use your smartphone to check out the video.
I think it’s more likely that people would just Google “ketchup till allt”, but you get the point.
The video claims it’s a response to a Facebook Page entitled Jag äter ketchup till allt utom pannkaka I eat Ketchup with everything except pancakes
Peanuts aren’t Always for Monkeys
Looking at the viewing figures for this rather long, slightly amusing clip and its spin-offs, I can’t help think that Felix didn’t really get their money’s worth of views: 34,000 since May isn’t massive. They obviously spent a hefty budget on producing the films and promoting them.
If a bunch of students can get over 6000 views in a couple of weeks with a Flip camera and a bit of social media savviness, Felix might have done better just working with a blog / vlog outreach programme and handed out Flip Cameras to a bunch of active YouTubers or bloggers.
I suppose Felix hoped that having seen the clips the kids (or Ketchup lovers!) would go out there and make their own films, showcasing just what you can try ketchup with.
Low and behold, there are a few efforts out there: my favourite is this one which got over 300 views in 3-4 months. If you don’t speak Swedish, she starts out by talking about how she wanted to try what they say in the Felix advert ketchup and pancakes. Just watch for the look on her face when she tries it!
The Big Question
Is it ever worth a major corporation like Felix using a fairly big budget to create a viral piece of marketing? I certainly don’t have a definitive solution but I think it’s an interesting question for online marketers today.
My instinct would have been to try the cheaper, more low-fi solution first and worked with trying to get bloggers and key influencers to make films before investing in a traditional, glossy 30-second slot advert and a stack of posters on the underground.
How about you?
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