Hipmunk Hops on the Internet Meme Bandwagon
Hipmunk, the web 2.0 solution to better travel reservations, released a TV commercial that has, well, nothing to do with travel reservations. Instead, the producers mimicked some of the more popular recent Internet memes. Watch below to see what I mean:
Funny? Cute? Maybe. But does it work? Is it a good marketing strategy? There are two schools of thought on this. The first is that any sort of advertising that gets your brand out there is good advertising. The second is that anything that distracts from what you actually do annoys people and is bad advertising. With the first, you get your brand out there, but you may not get it out to people who would use your product. With the second, you deliver pertinent information to those who might find it interesting, but the drawback is that it's boring.
Thus we reach the marketing question that has plagued marketers forever; how do you deliver information about your product while making it fun enough for people to pay attention? I'll side with the first option. Even if your commercial or ad is silly, irrelevant and ridiculous, it is profitable as long as you you get your brand out there.
Just look at the commercials we all remember. Frogs sitting on lily-pads singing "bud-weis-er". An overly-sensitive caveman that has nothing to do with car insurance. A clean-cut man who magically skips from a bathroom to riding horseback while diamonds flow through his fingers. Advertisements that are funny and creative stick with us, and by consequence, we remember the brands they market. But can you remember the name of the company that produced a commercial talking about bank loans showing overly happy people of retirement age shot in soft focus while playing with children in a park and smiling at the camera? Me neither.
What Hipmunk did right here is to not only make a funny commercial for the TV, but to take advantage of Internet memes to become one of their own. Now for the test to see if the commercial was a good investment:
Q: Are we talkinig about it right now?
Brandon is the copywriter, blogger, video editor, social media enthusiast and marketing guy at buuteeq, inc.