Mentos+Coca-Cola+Google = un geyser di dollari

La seconda serie di video virali che combinano Mentos e Coca-Cola Light è condivisa su Google Video. Gli incassi pubblicitari saranno equamente divisi tra gli pseudo scienziati e il colosso di Mountain View

Roma – Svolta nella net television? Google ha deciso di pagare due autori di un celebre corto che ha avuto una enorme popolarità in rete e li prenota per la loro prossima fatica. Una novità che dà il quadro del rilievo assunto dai contributi video degli utenti e dalla promozione dei contenuti più popolari. Questo è quanto sta accadendo a Fritz Grobe e Stephen Voltz, autori del cosiddetto Mentos Experiment , video che ha fatto il giro della rete grazie ad un sapiente uso delle celebri mentine immerse nelle più popolari bevande gassate per ottenere una vistosa reazione.

Ora quello zampillare di Coca-Cola, quasi fosse la Fontana Magica di Barcellona, è uno zampillare di guadagni per i due pseudoscienziati di quel celebre video, profitti che spartiscono con Google, che ospita i loro clip ufficiali .

La seconda serie dei Mentos Experiment comincia a diffondersi in Rete sotto il titolo di The Domino Effect , una monumentale reazione a catena, con ancora più Mentos e ancora più litri di Coca-Cola Light. Monumentali saranno anche gli incassi pubblicitari, si presume. Tra i top 100 di Google Video, il secondo giorno della messa in Rete, Mentos Experiment è balzato al terzo posto nella classifica, popolarità in crescita, quasi cinque stelline di rating e migliaia di visite.

La prima serie di video era stata ospitata da Revver , la prima piattaforma a consentire ai “filmmaker” di far fruttare i loro video con la pubblicità . I Mentos Experiment, infatti, in alcune loro versioni, terminavano con un link alla pagina di chi aveva acquistato lo spazio pubblicitario. Le entrate si dividevano tra la piattaforma ospitante e i due astuti “scienziati”.
Ora è Google ad approfittare dell’opportunità pubblicitaria. E le rendite per Grobe e Voltz potrebbero aumentare esponenzialmente, data la popolarità già raggiunta dagli esperimenti, vista la notorietà della piattaforma.
Si prevede un redditizio riscontro anche per BigG, dato che il clip, conosciuto, almeno per sentito dire, anche da coloro che non amano sollazzarsi fra video-amenità amatoriali, potrebbe attirare migliaia di visitatori, a cui somministrare “pubblicità by Google”.

I due pseudoscienziati, con la prima serie di “esperimenti”, hanno guadagnato più di 35mila dollari, già divisi fifty-fifty con Revver. Dal 31 maggio, quando il video è stato pubblicato sulla piattaforma, è stato visto più di cinque milioni di volte . E società come Microsoft, Time Warner, General Electric e Universal Pictures avevano fiutato l’affare ed avevano acquistato il famigerato frame pubblicitario del video, prevedendo che il meccanismo virale, con i suoi rilanci e le condivisioni, potesse far considerare ben spesi i soldi investiti.
Ma è diventata Mentos l’esclusiva proprietaria degli spazi, ha lanciato il Mentos Geyser Video Contest , ritenendo che i video fossero, nonostante la preoccupante reazione chimica innescata fra Coca-Cola e la loro caramella, un buon investimento per consolidare l’ awareness presso il pubblico. Mentos ha stimato che il valore del passaparola online si aggiri attorno ai dieci milioni di dollari, fra i video originali e gli oltre ottocento emuli di Grobe e Voltz.

Anche Coca-Cola, primo marchio per valore al mondo secondo la classifica di Interbrand , ha approfittato della popolarità del clip e offerto ai due pseudoscienziati di diventare testimonial e di partecipare ad eventi in cui sfoggiare la loro “opera di ingegneria idraulica”. Inoltre Coca-Cola, come Mentos, ha invitato i consumatori a mandare i loro video per partecipare al Poetry In Motion Challenge : una mossa astuta, che consente di risparmiare sulle pubblicità create dai prezzolati copywriters , ottenendo video amatoriali che interpretano e aderiscono ai gusti del target. I video virali assumono sempre più le sembianze di un affare : lo dimostra anche l’ iniziativa di Metacafe , un’altra piattaforma che ospita video amatoriali, una delle prime dieci. Ha annunciato pochi giorni fa che offrirà a ogni filmmaker cinque dollari per ogni mille visite al suo video.

I viral video appaiono anche una fucina di giovani filmmaker: United Talent Agency , sta per lanciare una campagna di talent scouting , per rastrellare giovani registi e attori emergenti dal Web.

Il fenomeno dei viral video, e più in generale del viral marketing, sta esplodendo, ed è appiccicoso e persistente quanto l’intruglio aspartamizzato dei Mentos Experiment. Si veda l’esempio del redditizio fenomeno del Numa Numa Boy , che ha iniziato a monetizzare la sua disinvoltura nello scatenarsi nelle danze.

Dalle campagne teaser per la promozione dei film, ai video pubblicitari su Internet, rilanciati anche in tv come pubblicità (celebre il clip ripreso da Kinder, ideato dall’animatore Pierre Coffin ) o come fenomeno che emerge della Rete , dagli advergame al blog marketing, questa forma di pubblicità, più di quelle tradizionali, si fonda sul passaparola . Un modo economico ed efficace per incuriosire, per consolidare l’ awareness , per conferire alla marca un’aura familiare e ammiccare all’utente, col quale condivide l’uso innovativo dei media.

Non è dato però sapere se il marketing virale in Rete calzi su misura gli intenti delle grandi aziende, e quanto possa durare l’uso di una strategia che, se diventasse di uso comune, forse perderebbe parte del suo appeal. Anche Punto Informatico, per dovere di cronaca, fa il gioco del viral marketing: ai lettori la scelta di alimentare o meno il passaparola.

Gaia Bottà

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  • Anonimo scrive:
    Non rimane più nessuno
    "fuori chi non rispetta il copyright"bene allora per legge non potrebbero ospitare nessuno: nè spezzoni, di film telefim, cartoni animati, video musicali, ma nemmeno filmetti amatoriali, dello sposalizio (soprattutto quelli, specie se fatti da studi professionisti), nè riprese di adolescneti o altriGià perchè senza un'autorizzazione scritta e senza avere pagato il dazio alla SAIE di turno che cmq deve essere pagata in csso di visione pubblica di un qualunque video o prestazione musicale +/- stonatain teoria, a volerla rispettare tutta la legge, quel sito non potrebbe ospitare nemmeno 1 frame di qualuque cosaA meno che, come al solito, si chieda dietro tangentone al politico/giudice/siae di turno di "sorvolare" sui filmetti amatoriali dei visitatori e su questi farci più soldi possibile, rendendo il tutto a pagamento, alla faccia di chi li ha prodotti, glieli ha mandati (minchioni!) senza chidere soldi o altro compenso in cambio
  • Anonimo scrive:
    Come i Virus...
    ...ovvero quella cosa che entra in un organismo sano e lo fa ammalare. (geek)
  • Anonimo scrive:
    Beh in fondo meglio così...
    Non prendetela male, ovviamente non sto dalla parte delle majors et similia, però bisogna ammettere e riconoscere che la qualità dei video di YouTube era davvero pessima e scarsissima! Di certo questo non lo si può negare! e sfido io chi si azzarda a farlo..Ma c'è il lato positivo in fondo a tutto questo:almeno ora che YouTube e anche MySpace stanno censurando e filtrando a raffica, tutti gli utOnti che brancolavano 24h/24 sui loro siti e server se ne andranno da lì e si dedicheranno ad alimentare ulteriormente i mitici p2p tipo mulo e bittorrent! :)e questo non può che giovare alla diffusione di video ad altra qualità, ne sono un grande esempio le + recent serie anime in formato .mkv e .ogm con video e audio di alta qualità e con sottotitoli personalizzabili in tutto e per tutto (dal colore, alla forma e carattere) senza contare il supporto multilingue di questi formati.EVVAI!!!!(rotfl)(rotfl) YouTube è FINITOOO!!(rotfl)(rotfl)(rotfl)(rotfl)(rotfl) YouTube è Mortoooo!! e non si può che esultare e gioire di questo!! YEAH 8)
    • Anonimo scrive:
      Re: Beh in fondo meglio così...
      Ben detto ;)YouTube oltre che le ore contante ora ha anche gli utenti contati! :D :D (rotfl)(rotfl)
    • Anonimo scrive:
      Re: Beh in fondo meglio così...
      Oggi: cerco un gruppo praticamente sconosciuto al di fuori dei canali "ufficiali". Youtube me lo fa trovare.Storiella ipotetica di un prossimo futuro:Negozio "Megasuperultravideoteca"Io:"Salve signor negoziante, vorrei comperare il video del concerto cha ha fatto la 'Memphis Rockabilly Band' a Parigi nel 1982, trasmesso su Antenne 2"Negoziante:"Ah ah ah ah, lei è veramete spiritoso! Ma mi dica,seriamente cosa le dò: L'ultimo video di Shakira, giusto?"Meglio così?
  • Anonimo scrive:
    YuoTube e MySpace
    Possono anche chiudere.
  • Anonimo scrive:
    Social networking?
    Ma se la distribuzione dei contenuti spetta alle major... il social che ci sta a fare?La cosa bella di YouTube (e quindi il suo successo) era il fatto di poter trovare un sacco di materiale che ormai era sparito dai canali "ufficiali" (penso a video rarissimi che MTV trasmette una volta ogni 10 anni, se va bene).Tutto questo ora sarà impossibile.Perchè se facciamo scegliere i contenuti alle major... beh ci aspettano anni di Shakire e rapper carichi d'oro con annesso seguito di puttanoni.Tanto vale chiamarlo commercial networking.M.
    • Anonimo scrive:
      Re: Social networking?
      - Scritto da:
      Ma se la distribuzione dei contenuti spetta alle
      major... il social che ci sta a
      fare?Porta fruitori di contenuto. Cos'altro?
      • Funz scrive:
        Re: Social networking?

        Porta fruitori di contenuto. Cos'altro?Ecco, io appena sento parlare di 'contenuti', ovvero di puro riempitivo - spazzatura per il nuovo 'contenitore' di turno, saluto e passo ad altro...
      • Anonimo scrive:
        Re: Social networking?
        - Scritto da:

        - Scritto da:

        Ma se la distribuzione dei contenuti spetta alle

        major... il social che ci sta a

        fare?

        Porta fruitori di contenuto. Cos'altro?Ed è un social passivo. Se nn sono più io a mettere il contenuto divento un mero spettatore.E che differenza fa rispetto agli altri media?M.
    • Anonimo scrive:
      Re: Social networking?
      - Scritto da:
      Perchè se facciamo scegliere i contenuti alle
      major... beh ci aspettano anni di Shakire e
      rapper carichi d'oro con annesso seguito di
      puttanoni.(rotfl)(rotfl)(rotfl)(rotfl)
    • Anonimo scrive:
      Re: Social networking?
      - Scritto da:
      Ma se la distribuzione dei contenuti spetta alle
      major... il social che ci sta a
      fare?Il magnate produce con 2 soldi video-pattume (reality, calcio taroccato, porta a porta, ecc.) e il social sta lì per comprarlo a caro prezzo. In effetti ricorda molto da vicino il modello della vecchia TV oligarchica, l'unico modello che piace ai magnati.Sarà, ma quelli di Google sono troppo avanti per credere che abbiano buttato via i soldi in uno YouTube destinato - se regredisse veramente ad una mera pay-per-view del secolo scorso - ad una morte rapida e dolorosissima.P.S. Finché non ci liberiamo della TV e dei suoi "magnati" non saremo mai liberi.
  • CoreDump scrive:
    Distributore di contenuti...
    ...quello che pensano e hanno sempre e solopensato le major di internet, solo e unicamenteun distributore di contenuti :|
    • Anonimo scrive:
      Re: Distributore di contenuti...
      É esattamente quello che diventerà. Fattelo piacere, é inevitabile.
      • Funz scrive:
        Re: Distributore di contenuti...
        - Scritto da:
        É esattamente quello che diventerà. Fattelo
        piacere, é
        inevitabile.Non vedo perche' debba essere inevitabile, ne' perche' dovremmo farcelo piacere per salvaguardare il tuo stipendio.Se andra' persa la specificita' di questi siti, pensi forse che torneremo tutti a guardare la TV? illuso...
        • Anonimo scrive:
          Re: Distributore di contenuti...
          - Scritto da: Funz

          - Scritto da:

          É esattamente quello che diventerà. Fattelo

          piacere, é

          inevitabile.

          Non vedo perche' debba essere inevitabile, ne'
          perche' dovremmo farcelo piacere per
          salvaguardare il tuo
          stipendio.
          Se andra' persa la specificita' di questi siti,
          pensi forse che torneremo tutti a guardare la TV?
          illuso...Esatto. Loro e i loro troll pensano che uccidendo il nuovo medium torneremo tutti a succhiare nuovamente il pensiero unico dalla TV. Si sbagliano.
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