Advertising Industry
Industry: Email Alert RSS FeedViral can't cure what ails 'beast'.(Viewpoint)
Advertising Age, October, 2006
What is one to make of Miller Brewing's "Beer Cannon'' viral effort for Milwaukee's Best Light? On the surface, it's a case study in how to create a successful viral campaign in three easy steps. Step 1: Create something fun that appeals to the YouTube set-something that doesn't scream "Buy this product!'' Step 2: Watch it spread, pulling in 3 million views on YouTube and close to 200 blog mentions. Step 3: Hand out cigars and back-pats.
We might add Step 4: Try to draw attention away from those sales figures.
The fact remains that sales of Milwaukee's Best Light fell 7.5% for the 52 weeks ended Sept. 9 (Milwaukee's Best fell 11%). A Miller spokesman said sales "stabilized'' in September and said it's a sign that the effort is paying off.
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