{"id":969,"date":"2007-02-07T17:32:38","date_gmt":"2007-02-07T22:32:38","guid":{"rendered":"http:\/\/www.mathewingram.com\/work\/2007\/02\/07\/bridezilla-good-or-bad-marketing\/"},"modified":"2007-02-07T17:32:38","modified_gmt":"2007-02-07T22:32:38","slug":"bridezilla-good-or-bad-marketing","status":"publish","type":"post","link":"https:\/\/mathewingram.com\/work\/2007\/02\/07\/bridezilla-good-or-bad-marketing\/","title":{"rendered":"Bridezilla — good or bad marketing?"},"content":{"rendered":"

David Jones from Fleishman-Hillard, who blogs at PR Works, has an interesting post up<\/a> about the “Bridezilla” video clip, the one that popped up on YouTube and became a viral hit, leading to stories in major newspapers across North America, appearances by the actresses involved on talk shows, and so on. As it turned out, of course, the video<\/a> wasn’t put together by some struggling actors as a lark, or a resume-enhancer — it was created by Sunsilk, a hair-care subsidiary of consumer products giant Unilever.<\/p>\n

\"bridezilla.jpg\"<\/a>Great PR, right? Everyone’s talking about it, Unilever gets its name in the paper and on TV, everybody goes home happy. Except that I kind of feel a little like David seems to (in addition to his post, he commented on<\/a> a post at Capital C’s blog, since the Toronto shop was involved in creating the ad). Not taken advantage of necessarily — nothing quite so dramatic. This is no Edelman\/Wal-Mart situation<\/a>, at least not as far as I’m concerned. But I still feel that the whole thing was kind of sneaky. In fact, I would have been much happier with the video, oddly enough, if it had come right out at the end and said it was sponsored by Sunsilk, or by Unilever.<\/p>\n

At least that would have been authentic, in an inauthentic kind of way (if you follow me). Instead, I was sucked in by the video, then watched as actresses took credit for it — and thought “way to go, that’s the spirit” — until all of a sudden Unilever turned up in stories, and then Sunsilk, and then the real story finally dribbled out. It sounds like there was some confusion<\/a> as to who was going to claim credit for it, Sunsilk may or may not have tried to distance itself<\/a> from the video. In any case, by that time I was kind of sick of the whole thing. <\/p>\n

Is that a great “word of mouth” or viral marketing experience? I wouldn’t say so. What do you think? Comments are open.<\/p>\n

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David Jones from Fleishman-Hillard, who blogs at PR Works, has an interesting post up about the “Bridezilla” video clip, the one that popped up on YouTube and became a viral hit, leading to stories in major newspapers across North America, appearances by the actresses involved on talk shows, and so on. As it turned out, … <\/p>\n

Continue reading “Bridezilla — good or bad marketing?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_crsspst_to_mathewingramblogwordpresscom":false,"mf2_syndication":[],"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-969","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/969","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/comments?post=969"}],"version-history":[{"count":0,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/969\/revisions"}],"wp:attachment":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/media?parent=969"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/categories?post=969"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/tags?post=969"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}