04.11.08

White Gold, the next big thing

Posted in Public Relations, Social Media at 10:28 am by Mosey

A couple weeks ago someone sent me a youtube video declaring it “either the best or worst band, ever.” The video was While Gold singing One Gallon Axe. I noticed quickly that I had never heard of this band (not odd at all) it was, while silly, well made (a little odd) and had a lot of hits (not too out of the water).

The video is indeed silly, and pure self-aware sarcasm of metal/rock. Plus it has the line “rock the world’s face” which is classic.

Today I found whitegold.com the official website for the band. And it is cool. THe pre-loader is even great, goes up to 11 and makes the static louder. Then you have interactive videos, while the video goes on (and it does take forever to load) you can pick up move and click on things and stuff happens. It allows you to unlock other videos.

The site and music is really entertaining and cool.

Here is the best part, it is all an ad campaign. California dairy board (obvious now after you know it) created this persona and campaign. I love that you have no idea except for a small copyright in the corner and if you are paying attention.

I love how daring it is that they spent all this money for a campaign, and never even put a tagline or logo at the youtube released video, they don’t splash it around or even present it in the site. They took a “this better work or go bust” approach to the viral nature of the ads.

Brilliant!

Technorati Tags: viral marketing, ad campaign