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 Global electronics firm Philips is making a foray into the risky world of social media marketing and viral videos, with its “Philips Vs...” campaign.
The idea is simple: challenge Philips to beat something else, using its products. In one of the first videos of the campaign, Philips Vs The Sun, the firm tries to fool a cockerel that it’s morning – and therefore time to crow – using a wake-up light.
Did Philips succeed? Would be we watching the video if it hadn’t? See below
for the random, but mildly amusing vid.
Sensibly, one of the things Philips is doing with its Twitter feed is engaging followers, not just pushing out uninteresting information or promotional slogans.
For example, the Twitter feed
sees it answering questions, responding
to followers with what the campaign is about, and re-tweeting
the best ideas (our favourite so far is this potential clash-of-the-memes: “RT @karin_r @PHILIPS_VS Will the Philips blender blend the Will it Blend Blender?”)
As to whether people are actually interested in this campaign or not remains to be seen – even the best-thought-through viral efforts can fall flat on their virtual faces if they lack that indefinable spark.
From a marketing standpoint, Philips seems to have hit a happy medium between doing something interesting, and showing off its products – in this case by trying to come up with interesting (and not necessarily obvious) things to do with its products.
Let’s see if it keeps it up.
Oh, and O2? This is what we mean by social media campaigns. Note the lack of a “Philips Vs...” website, interactive or not.
Philips Vs... The Sun
Poor cockerel...
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