The big companies did not make a mistake. When they realize all the potential, the power of the buzz marketing, they decide to modify they classical way to make marketing campaign. Since a few years, we can observe more and more so crazy advertising which are “too much” to be diffused on the classic medias. We do not have to forget that the buzz marketing is for consumers. If the brands want that we speak of them they have to seduce. That’s why they try to realize some funny ads. I think that they need to be careful because a rumor is so quick and can be in the bad way.
To illustrate you “the buzz campaigns” I made my researches and selected few examples. An example of an effective campaign based on buzz: “Subservient chicken” of Burger King (look at http://www.subservientchicken.com/). This campaign received the honor of the “best marketing campaigns of the year 2004” by the Wall Street Newspaper and attracted more than 12.7 million visitors. The interest was so strong that they stayed on average 7 minutes on this website.
In this website we can see a person in a chicken costume who waits for our orders. As a matter of fact, this false chicken can jump, walk, dance…The originality of this campaign was the reason of his success but also the possibility given to the Net surfer to make what he wants. The interactivity is the master word of this campaign.
Another good and French example is Cretin.fr. This campaign for an internet supplier was both on TV and on Internet. Effectively, on television we had the opportunity to see a series of funny and “shifted” ads. They created also a website (www.cretin.fr) as strange as the ads where they parody the classic campaigns.
