A few months ago I stumbled on a clip on Youtube
where a couple of freeks were going after a videogame console with a
sledgehammer in front of an audience consisting of people waiting in
line to purchase a unit like the one being destroyed. It was titled
"Smash My Wii", and not knowing exactly what a "Wii" was at the time, I
looked it up and found out that Nintendo came out with a new game
console. At first I thought that this video stunt was a stealth
marketing trick by Nintendo to promote the product, considering that
there are a bazzilion of us online who are not active gamers and would
be otherwise unaware of the Wii, due in part to the market dominance of
the Microsoft XBox and Sony Playstation. But after a few clicks I found
more "Smash My"
demolition videos; with the targets of destruction including the
formentioned videogame units as well as an iPod.
Being the entertainment business I am always currious
as to find out what motivates people; both the inspiration behind the "Smash My" videos
as well as what gets people to watch them. This is an example of
"psychographics", and understanding the differences between
psychographics and demographics is key if you want to be successful in
marketing your entertainment product or service.
Does it take talent and creativity to do what the
producers of this videoclip do here? Honestly, no. But it did bring
them the proverbial fifteen minutes of fame. Instant fame. What a
gimmick! Can you come up with a gimmick to attract attention to your
promotion that is this effective?
