By Christie Ewing
Shoot the bear? Tickle the bear? Eat the bear? Kiss the bear?
Tipp-Ex, the European leader in correction products and a brand of the BIC® group, has taken interactive to a whole new level with its recent campaign for Mini Pocket Mouse Correction Tape. The viral marketing effort, created by the French agency Buzzman, is featured on YouTube and allows viewers to determine their own ending to a frantic encounter between a grizzly bear and a hunter.
Users can change the title of the video by directly typing an action into the space provided from the Tipp-Ex corrector. Over 50 different ending scenarios can be discovered, including 2 default videos for suggestions that haven’t been filmed. The campaign is signed with the tagline “Tipp-Ex®, White and rewrite.”
The campaign was launched in early August, and—no surprise here—was immediately a huge hit. Within 5 days the video had more than 4 million views in over 200 countries. The campaign was featured on hundreds of blogs and thousands of Facebook and Twitter pages. It was discussed on television, radio broadcasts, and print news. Currently the video has been viewed over 12 million times, and it continues to be discussed through nearly every mass medium.
What’s even more amazing is the amount of activity that the video has received. On average, each user spends 6 minutes viewing the campaign, as opposed to the usual average time of 2 minutes. Again on average, a viewer will typically suggest 15 different actions during a visit. With this kind of response, it is easy to see why some are referring to the campaign as “innovation showing YouTube’s future.”
Tipp-Ex’s “Shoot the Bear” campaign proves to be a highly successful attempt to create a positive buzz for a low-interest product while also expanding to new markets. The viral effort is surprising, funny, and unique; but more than anything it is revolutionary. Never has YouTube been utilized in such an interactive way, but I have a strong feeling that it will not be the last time.