This could be easily turned into a case study. Fortunately, I won’t make you read it before coming to the conclusions. They are, unfortunately, that obvious.
The upcoming release of the 23rd installment of the James Bond franchise is coming out next month. “Skyfall” promises to continue with the great spy movie making that started when Daniel Craig and the production team turned Bond into a grittier, darker character, but that’ not important here. What is important is that two beverage companies partnered to make a pair of ad campaigns. One is glitzy, glamorous, has events planned around it, a Facebook “game”, and features a couple of the stars, including Craig. The other is clever, low budget, and features real people.
Which do you think I’m going to declare as the hands-down winner?
First, let’s look at what Heineken is doing. It started with a Facebook “game” (which I keep putting in quotes because after playing it, you could tell that it was really more of an interactive ad than a game) and continued onto videos and even television spots featuring a gentlemen mistakenly confused for Bond. As he’s making his way through a train being chased by bad guys, one thing becomes clear – this guy is way cooler than Bond. He can catch bottles with a tray like Peter Parker. He can build a mansion of cards in seconds. He’s the most talented man in the world, making Bond’s skills miniscule by comparison.
Here’s the video (which had to be found, as Heineken only has a teaser on their YouTube channel):
It’s fun, sure, but there’s nothing truly social about it. There’s nothing that would compel people to talk about it in real life, let alone on social media. It’s just an expensive ad.
Now, let’s look at the video that Coke Zero put together. Not sure what it is about train stations that make great viral videos but this is a great one:
It is clever, took really strong planning, and most importantly it engaged average people and made them do things that they would never do before. It was fun to watch these people go through minor Bond-like moments as they head towards their goal. The placement of musicians, people holding timers, and amazing obstacles (the dogs on the stairs were great) made this a video that people will want to share and talk about.
The production cost was much lower. The cleverness was exponentially higher. Coke Zero wins by a mile.