Brands spend thousands of pounds on projects and then don’t tell anyone about it, surely that can’t work …
First there was this for Ray Ban, although it doesn’t say Ray Ban on it anywhere.Then Eurostar spend £750,000 to fund top British director Shane Meadows’ next feature film. Called Somers Town, the film makes no reference to Eurostar whatsoever. The idea, presumably, is that the link will be forged through PR.
And now Levi’s make this viral (above) plus follow-ups, which again are unbranded.So, first question, does unbranded advertising work?
Easy way to establish that - Google.Searching for “Shane Meadows” and Eurostar yields 577 results. Not many. Then again, the film hasn’t been released in the UK yet.
That figure may rise.A search for Levi’s AND “guys backflip into jeans” brings 35,000 results - not bad - while “Ray ban viral” gives 187,000 - great.
Nice piece on Gawker explains how the phenomenon works.
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Unbranded Advertising 18 Jun 2008
Report[...] Matt Fiorentino wrote an interesting post today onHere’s a quick excerptSo, first question, does unbranded advertising work? Easy way to establish that - Google. Searching for “Shane Meadows” and Eurostar yields 577 results. Not many. Then again, the film hasn’t been released in the UK yet. … [...]