Google Gone Viral
Google spent in the neighborhood of $2.5 million to run a commercial during this year’s Super Bowl. Google doesn’t need to advertise, despite the marketing dollars being spent on Microsoft’s Bing. Google gets more brand impressions than anyone. Their logo turns up every single time a Google ad is viewed on a website. Why then, did Google run a Super Bowl ad?
The answer is simple. They knew it would be a touchdown. It had already run on YouTube for months prior to the Super Bowl, and garnered more than 1 million views. People liked it, and shared their feedback. Smart advertisers test before they spend their budget on placement. One million voices said “run it”.
The real genius behind Google’s Parisian Love commercial is that it’s incredibly easy to riff on. By this time next year, Parisian Love may prove to be the most parodied and imitated commercial of all time. You don’t need actors, animation chops, or even Photoshop. With a few basic software tools, wit, humor, and a tendency toward the subversive, you can create your own version of Parisian Love in an afternoon. And when you do, it will most likely end up on YouTube, another Google property. They really can’t lose.
Let’s see what delightfully deviant ideas spring out of Parisian Love, and see if we can measure the “viral-ness” of Google’s Super Bowl investment.
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