September 10, 2010 - Written by - 2 Comments
Just recently I was interviewed by Chris Heine from ClickZ for an article on the best digital teen-targeted marketing campaigns. I was asked, along with Brian Wong and Daniel Brusilovsky, what marketing campaign aimed at teens was the best I’d ever seen. I answered with more of a type of a way of reaching teens digitally, and that was by Youtube videos riding on the coattails of other hugely popular videos or ideas. My example was the Double Rainbow Song. Here’s the part of the ClickZ article featuring my opinion:
“Double Rainbow” Songsters Hit the Right Notes
Nineteen-year-old Chloe Spencer has been blogging at her proprietary NeopetsFanatic.com for five years, and she’s used Google’s AdSense program to monetize the site. What’s more, the Madison, WI-based entrepreneur is in the process of launching two more sites, QuizFanatic.com and IHeartCute.com.
Spencer told ClickZ, “The best type of marketing when you are targeting a teen audience…[it] has to be creative and, of course, original. New, weird, wacky, cool, unique, and memorable stuff is what gets our attention. And if you’re at a loss at how to hit that just right, ride on the coattails of others who’ve done it successfully.”
On that last note, her favorite marketing effort is a true piggybacking hit: The Gregory Brothers’ “Double Rainbow Song” that capitalized on the YouTube sensation, “Yosemitebear Mountain Giant Double Rainbow.” While that video went wildly viral in July and has accrued 14 million YouTube views, the intentionally humorous song has garnered 10 million views on the site.
Even better, “Double Rainbow Song” climbed as high as No. 74 on iTunes top 100 sellers in July. While the volume of purchased downloads hasn’t been made available, downloads of the tune are priced at $1.29 per unit.
“Now ['Double Rainbow Song'] has been raking in the fame and cash,” Spencer said. “Their idea was funny, creative, catchy, and a take on something else that was popular and everybody knew and loved. This is a perfect example of successful digital teen-targeted marketing.”
Read the rest of the article on ClickZ here: Digital Wunderkinds Discuss the Best Teen-Focused Campaigns.
If you haven’t seen the Double Rainbow Video and then watched the Double Rainbow Song, check it out. It’s stupid but you’ll laugh, guaranteed. My dad particularly thinks it’s hilarious and loves to get it in my head by singing it out of the blue at random times throughout the day. Yeah he’s a weirdo.