The other night on NBC’s Celebrity Apprentice, Donald Trump assigned a task to the contestants to “develop a viral video” for the 83 year old Chock full o’ Nuts coffee company.
As soon as I heard the task, I said to my wife “That’s a ridiculous assignment” and then, much to her viewing dismay, I went into a mini rant about the state of current human behavior, how people keep themselves entertained and what viral video means to the average person.
Trump’s task was designed and delivered to tap into the notion of what a viral video is to the average show viewer. Think sad cats, talking dogs and singing cops (have you seen the recent video of the police officer from Dover, Delaware singing a Taylor Swift song and how much national exposure it has received?) Enough said.
A better assignment would have been – Go forth and create an attention-grabbing, fun marketing campaign to get 20-somethings to put down their Starbucks and try Chock full o’Nuts.
Maybe it would be a video, maybe not, but starting with the primary goal of “creating a viral video” is the wrong place to start and within a few seconds I was proven right as the two teams proceeded down the road you would expect them to go down with stupid, meaningless content.
For the average Main Street-type bricks and mortar business owner, the concept of viral marketing is often skewed and distorted by the seemingly daily media stories of sad cats getting 30 million video views and singing police officers.
In my opinion, the Celebrity Apprentice task requiring the teams to “create a viral video” further warps the concept, because it puts the cart before the horse.
For the most part, […]