The potential to reach consumers with more creative and less expensive advertisements has brands exploring viral marketing.
(nacsonline)
NORCROSS, Ga. – While television audiences will not see Pretzelmaker’s newest music video, online viewers can groove to the four-minute ad made by a 16-year-old amateur artist, Nation’s Restaurant News reports. The video advertises the chain’s “4 Buck Hook Up” promotion on the Pretzelmaker’s Web site and YouTube.
More and more businesses are turning to online messages to create buzz about promotions and products for a fraction of the cost of traditional advertising. “TV doesn’t really give us the best return on investment…Pretzelmaker is more of an impulse purchase; it’s not like you saw it on TV and decided to go get one,” said Jenn Johnston, senior vice president of brand marketing for NexCen Franchise Management, parent of Pretzelmaker.
With YouTube accounting for up to 10 percent of all Internet traffic, online videos are a good return on investment. For companies like Pretzelmaker, the ability to spread its message inexpensively was worth exploring.
The online video “was a minimal expense on our part and a way to engage teens that allows them to have their own conversations about it,” said Johnston. “If it came from the musician himself, it would seem less promotional and more like something they’d get excited about.”
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