In its latest ad installment, LG Electronics produced a YouTube video on Dec. 10 called “So Viral It’s Scary," an attempt to test the multitasking capabilities of men in a form of a parody of (scare) pranks.
Tuesday's video earned more than one million views within 24 hours.
LG IPS 21:9 Ultra-wide Monitor
LG’s latest effort is a case study of the challenges marketers face when trying to make an ad become popular. It also shows the promise of viral marketing, a form of media campaign aimed at generating massive buzz through unconventional methods.
In the past year, LG Electronics has conducted a successful viral marketing campaign to bring awareness to its new line of ultra-wide monitors, which lets users multi-task on the same screen. The company seems to have solved the riddle of what makes commercial campaigns go viral on YouTube.
Here are features of the IPS 21:9 ultra-wide monitor:
- 21:9 ultrawide screen
- 4-screen split
- Mac compatible
- Dual link-up
In October 2012, the electronics maker demonstrated the lifelike image quality of its IPS monitors by creating a 1 minute 50 second video which has since generated over 20 million views on YouTube.
The “Meteor Prank” ad was designed to showcase the realism of the images of LG’s IPS monitors, and the video succeeded immensely in connecting with the audience, especially younger consumers.
So in May 2013, executives followed up with a sequel called “Stage Fright – So Real It’s Scary 2,” testing the theory that men cannot go to the bathroom if someone is watching them. The satire approach helped the video generate over 6 million views on YouTube.
The “Meteor Prank” video enjoyed massive success because it was a unique and innovative marketing strategy from a global company. The IPS monitors show that technology can often blur the lines between fiction (pranks) and reality.
There was originality. The meteor showers during a job interview were totally unexpected. The falling meteors (shown on the high definition screen) provided shock value, and for viewers the entertainment was palpable.
“So Viral It’s Scary” continues to convey a marketing ‘x factor’. The video is kind of weird, but the oddity enabled LG's marketers to differentiate the ad from countless others in the tech space.
YouTube viewers are able to connect the relevance of the technology – the IPS 21:9 UltraWide monitor – with a director’s ability to multitask while doing a scare prank.
In this case, satire clearly trumped a more cerebral approach.
Evolution of Ad Campaigns
LG’s commercials mirror emerging trends in the digital age. To push their product, marketers incorporated features of videos that typically go viral on YouTube, which includes pranks, bathroom vids, and hidden cameras.
It’s a piggyback strategy to try and generate as many views possible for LG’s new products by using something (viral videos) that the audience is familiar with.
And like any global conglomerate, the company flexed its muscles in the world of social media and public relations by informing fans and followers of its latest releases.
LG’s approach will likely see copycat campaigns from other technology brands and competitors.
“So Viral It’s Scary” shows the multitasking capabilities of the UltraWide monitors: incredible width, dynamic screen splitting function, multiple windows. It’s impressive technology.