2 minute plus viral ads

By Simon van Wyk

There’s a great viral clip by Smirnoff on YouTube called “Tea Partay”. Beautifully produced for the medium, very clever and funny, and it runs for over 2 minutes. It’s a fabulous branding piece.

But where is the response mechanism? Where’s the integration?

What I couldn’t believe is that when you go to teapartay.com it takes you to the smirnoff site with a “Join the teapartay coming soon” banner. Talk about a wasted opportunity.

It seems like the advertising agency, in this case Bartle Bogle Hegarty, worked in a vacuum, uploaded the clip to YouTube and crossed their fingers. They certainly produce fine ads, but seems like they don’t know how to capitalise on the medium.