Tipp-Ex Bear Would Eat the Subservient Chicken

Posted by Shirley Brady on September 2, 2010 01:00 PM

Remember the (just sold) Burger King's smash viral subservient chicken campaign? Meet its successor: the Tipp-Ex bear, a Bic-engineered viral marketing campaign that exemplifies a simple brand promise: the power of whiting out (and changing the future).

Just follow the instructions and type in an action to direct the action. The language is NSFW, so be warned! Some hints after the hump.

Try typing in "loves," "eats," "washes," "feeds," and "tickles" — and, most on-brand, "erases."

So is this closest to BK's chicken, Old Spice Man's social media responses, or the Pringle's Can Hand interactive banner? And does the longer you keep clicking on the interactive increase brand engagement? We'd be interested to hear any thoughts or stats!

More about: Online, Viral Mrketing, Tipp-Ex, Bic

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Comments

Allister Frost says:

This is beautifully executed and has obvious viral potential. The production guys have done a nice job of inserting the brand where relevant but I'm not yet convinced that the play factor here (and it is slightly addictive!) elevates the brand beyond a commodity item of stationery or reinforces its relevance/usefulness to the audience. Yes, this will help get the Tipp-Ex name out there and the timing's perfect for back-to-school, but I'd have liked to see this creative work do more to promote the brand's usefulness to give more people a reason to consider buying it. Great fun and nice innovation, but I think the ROI could be greater with more links to the core brand. Or, perhaps that's coming in phase 2 of the campaign; let's hope so...

September 3, 2010 05:35 AM #

buzzman says:

hi
the stats are crazy :
1 millions views in 36 hours now (now 1,5M)
700 000 UV making an average of 20 requests so yeah, 14 millions requests
6 min ont the page with the product in front (that's soundz ROI ??
impact on sales : upcoming
thx for the article
best from Paris

September 4, 2010 09:42 AM #

Fred says:

I really enjoyed it. Very creative.
Besides the amazing amount of views, we tracked the campaign in the past few days! Here's how it performed: http://bit.ly/tippexcampaign

September 8, 2010 05:50 AM #

Comments are closed