Babies are at their cutest anytime you’re not soothing them at 3:26 a.m. and calculating how you can actually sleep before work. But using babies in marketing can grow a little tired in itself. I was skeptical when reading about “Live Young / Roller Babies,” the Evian viral campaign.  Hadn’t that been done before…a lot?  While not completely original, the video, directed by Michael Gracey, did grab my attention with its re-mix of “Rapper’s Delight” and creative special effects. Even more impressive from a marketing sense was the way the brand and its agency, Euro RSCG, utilized strong creative, social media, a microsite with varied content and well-placed PR / earned media. Not only were they able to put the brand in front of millions of water drinkers but they actually managed to engage those consumers and turn them into ambassadors of the message.  We may or may not buy a bottle of Evian but we’re sharing the brand with our friends by posting on YouTube or tweeting, and we’re reading about it in places like the Wall Street Journal. Admittedly the budget was huge, but still it’s a good example of how to do viral and support it with the right tools.

Posted by Brian Heffron | Share: Twitter, Facebook, Del.icio.us, LinkedIn

Tagged: video, viral, web 2.0