What’s the Buzz? Ken Ivey for President?

July 11, 2008

Ahh, the power of “Buzz”. It’s the catch-phrase for excitement or chatter about a new product or service (like the new 3G iPhone) that’s been adopted by the Tech media. And most media, for that matter.

It’s every marketer’s (or Campaign Managers) dream to create buzz, and build the kind of fervor that will launch an unknown into a household name. Is it really possible that a virtually unknown candidate from Murfreesboro could pose a serious threat to political powerhouses John McCain or Barack Obama? You’d better believe it! You can see the ‘buzz’ machine at work - go to the Channel 3 News website . I’ll take a break while you check out the video. Go ahead. This is important. I’ll wait.

Okay, if you’ve paid attention and watched the video to the end - you may have discovered something interesting. This video/website is an elaborate ruse - not to promote a bid for the White House, but to create ‘buzz’ online using a viral video. Yes, I’ll go ahead and prepare my concession speech. I’m sure that Barack and John are relieved. I’ve contacted both camps to see if they’ll cover my campaign debt. Should I run in 2012? We’ll see!

So, as it turns out, the website is really an advertisement which provides amusement for the user, but the underlying message is that you should go to www.paltalk.com, the online video chat company featured in the “News” clip.

This is a very good example of Web 2.0 / New Media advertising. In traditional ads, Paltalk might have featured their services and espoused the virtues of their video chat service. In this refreshing departure from traditional or ‘interruption’ marketing, Paltalk actually lets you have fun sending your spoofed Presidential ambitions to all of your friends, and all the while - you are subtly promoting their wares to the masses. Although I’m not currently in the market for an online video chat service, I appreciate the entertainment value of this method of advertising and will go to Paltalk in the event that my needs change.

This “Insert Your Name Here” for President gag is reminiscent of - and likely to be as popular as Careerbuilder’s Monk-E-Mail campaign from a few years ago. You remember, the one that lets you send email to your friends, with a link to a monkey that spoke your message to them, and was completely customizable - down to the chimps attire and accessories. And to top it off, the beady little monkey eyes would follow your cursor around the page. That one still creeps me out. It’s still online at http://www.careerbuilder.com/monk-e-mail/.

So, what’s your favorite ‘buzz’ advertising? Send it to info@kenivey.com and I’ll feature it on my blog!

About the Author:

Ken Ivey is a veteran technology addict, consultant, author, web designer, and President of MidTN Technology, a marketing and web design firm. For more information, call 615-278-9324 or visit www.kenivey.com

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