Droga5 has launched a new video for Guitar Hero World Tour under the guise of it being done by madflux. It's not their first foray into launching a video initially presented as being created by a real person.
Since getting uploaded yesterday, the "Bike Hero" video has over 518,998 views and 2,238 comments. Of the comments I clicked through on YouTube, only one suspected it was an ad so far. (I only clicked five pages deep though.)
Curious how people will react if / when they discover it was done by an agency and not an enthusiastic fan. From various posts with comments so far, it appears the few who suspect it don't really care - they respect the creativity of it.
For me, it shows how the lines are blurring between creating advertising and simply creating content that attracts and engages an audience. If you create something that helps make someone's day just a bit better, it doesn't really matter.
What are your thoughts?
Literally just finished sending this around my office when I read your post. I think it's great and though I suspected agency involvement, it was hard to determine who by the YouTube page so thanks for solving that issue. I agree, it's sneakily disguised as UGC and maybe this is an avenue of the future? If that's a good thing or a bad thing im yet to decide...
Posted by: Age | 20 November 2008 at 12:59 AM
I agree in essence. However, if the lines are blurring why not just be upfront about who you are?
It's a brilliant video, but by not telling people it's professionally created they may feel duped when they find out - where as they would be able to enjoy it for what it is if the agency had been upfront about it.
Posted by: Daan Jansonius | 20 November 2008 at 06:19 AM
I love it.
But, to Age's comment above, where's the disguise? Because it doesn't have a logo at the end?
Reminds me of Blair Witch. Sure, it could've had a disclaimer at the front saying, "not a real event;" but why?
We have crossed a threshold. Embrace it and be honest about it and have fun. Transparency is better than hoodwinkery, of course, but that doesn't mean you have to put a logo at the end. Doesn't mean, either, that you have to go on a witch or Droga hunt.
Have fun. Be honest. When your brain hurts, stop thinking.
Posted by: crawford | 20 November 2008 at 07:33 AM
I don't think people mind/care who does it WHEN ITS REALLY GOOD. Be good, and people won't hold much against you. They do care when it is a FAKE ENDORSEMENT or a FAKE FACT disguised as user-gen. But in these creative cases i think people give us adpeople a break IF ITS GOOD.
Posted by: Aki Spicer | 20 November 2008 at 09:56 AM
I like this and the whole was it create by the brand only ads to the chatter. As above, if it's good content it will survive. It would be neat if they released some footage of them creating it.
PS..Shakey hand cam must be the hardest things to pull off. It always makes you wonder
Posted by: Carl | 20 November 2008 at 09:01 PM
whether or not Bike Hero was deliberately created to be a viral video, it still rocks... i could not tell at any point that it was fake
Posted by: movie fan | 21 November 2008 at 09:27 PM
Gees i must be the only person who thinks the Bike hero video is DAMN BORING...i couldnt wait for it to end.
I love Droga 5 and their work ive got a few mates who work there, but i'm scratching my head as to how it got viewed 500,000 times so quickly... sorry, but wasn't feeling it at all...im getting ready to be persecuted by all you bloggers now..hahaha
Posted by: danno | 30 November 2008 at 06:41 PM
But as a piece of commercial communication, does it not limit itself to the existing consumer base? What do you learn about the product; where is the opportunity for the audience to emotionally invest in the work AND the prospect of the product?
With regards to the rapid viewing figures - it could only be manufactured; I say that based upon my opening questions.
I would argue that anyone 'loving' this piece of commercial art is enthusiastic about using UGC as a formalist genre (as opposed to 'classic' agency eye candy); where's the opportunity to explore new or existing consumer base desires.
The piece's only hope is the audience parody the hell out of it - then you've got a winner.
Anyone want to get that Cadbury Gorilla on a bike playing along to Aerosmith?
Posted by: zeroinfluencer | 07 December 2008 at 07:50 PM
you definitely got me...
Posted by: coffee fiend | 01 January 2009 at 09:14 PM
Hi Paul,
We're having a discussion about ehtics in viral marketing on CEMP (the community for our Interactive Media Strategy unit) and I have quoted this post.
Would be great to hear what you think. You can have a look at the post here: http://www.cemp.ac.uk/communities/interactivemedia/interactivemedia/would-you-fake-it
Posted by: Daan Jansonius | 04 February 2009 at 06:46 AM
Who cares! It's brilliant! Definitely looks like agency involvement IMHO.
Posted by: Fixed Gear Bike | 17 April 2009 at 08:05 AM