Burger King's new viral wonder hit video viewers big this week. It comes in at number three on this week's Viral Video Greatest Hits (seriously, there's a top chart for it. Check it out HERE.)
It's another video that has nothing to do (really) with selling cheeseburgers. Just like their "Angry Whopper" Facebook App; Just like KFC's Coronel Braveheart video; just like Domino's "Nose Cheese.." oh wait.
Anyway. A lot of marketers make the mistake of viewing social networking as social marketing (I know, even I sometimes use the term...but its a bad term. So is social media.). Social marketing implies you can craft your messages similar to traditional advertising, but you can't. Well, you can, but it wouldn't do you any good. It would be like sending a hard sell television commericial to a group of passionate TiVo users. They'll just IGNORE, SKIP, DELETE.
But, here's the flip side. BK's latest video (the King likes Square Butts...advertising the new line of SpongeBob Squarepants kids meal toys) has already gotten 500,000 views. But how can you measure that exposure against the number of people actually buying cheeseburgers BECAUSE of the video?
I know. Brands need exposure to keep top level awareness alive, which fuels sales, AND if you were to pay for that kind of exposure (in impressions) the traditional way, BK would have shelled out at least a half million dollars - But how do you really know it worked? And the answer is - for now - Who cares.
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