Want a cheeseburger, but too lazy to chew it? Why not go for Jamba Juice’s new Cheeseburger Chill Smoothie? Of course Jamba Juice isn’t actually offering a cheeseburger smoothie, but it is a creative way to attack certain fast food chains (McDonald’s McCafe) that are getting into the smoothie business – using viral video. The video has garnered over 335,000 views and 497 comments on YouTube alone in the three weeks since it’s debut. Check out the video below:
Comments range from the whistle-blowers: “Everybody, this is completely fake. Jamba Juice made this as a joke to show how stupid it is for fast food places (such as McDonalds) to make “real fruit” smoothies.” to the outraged “If this happens, I’m going to have to punch a baby in the face.”
If you buy into the fake ad enough to click-through to their website http://cheeseburgerchill.com, you will be rewarded at the end with a $1 off coupon for any of their real smoothies. A pretty good bonus for following all the way through on the joke.
Ingredients for Viral Video Marketing Success
This is a great example of how a well thought out and executed Internet video can get the attention of your consumer base. Viewers who fell for it we’re mostly appalled at first and then presently surprised to find out it was a joke and to get their coupon.
What did they do right? First they created video content that fits with their overall corporate image, but with a twist. It was polished enough for the casual viewer to look at it and believe that they might just be creating a cheeseburger smoothie.
Second, they went all the way with these theme. They created a specific website for the promotion and even went as far as sending out press releases and announcing it in their newsletter as if it were real.
Lastly, they rewarded the most engaged users in the campaign with a coupon to visit the store. Not only does this make the viewer feel like they are a part of an inside joke, which in turn builds brand loyalty, but it also turns views into actual sales.
Hats off to Jamba Juice for going all the way with this video campaign. Now let’s wait and see if McDonald’s comes up with a video response to defend their position. In the meantime, I’ll be in my kitchen blending a Reuben.