chameleon + ray ban ::
:: a great viral video by Ray Ban. Why does it work? First and foremost, because it’s simply compelling / entertaining content. This video would be worth watching / sharing if the sunglasses were not branded.
Second, it’s less than two minutes. It’s the age of hyper-A.D.D., and this couldn’t be more true than on the Internet; anything beyond a few minutes is asking a lot of viewers online.
Third, the brand is only “softly” placed: it’s not in your face, it’s not the focus of the content.
And lastly, in addition to making the video available on general video sharing sites (Youtube, etc.), it was placed in focused online communities where the brand’s (or at least one of its) target audiences hangs out: Collegehumor.com. Online brand efforts should go to where desired audiences play; expecting them to come to the brand is, again, just asking too much. // AjS