We recently did a campaign for CA Lottery that gained a lot of buzz online. If you live in CA you most likely seen this spot on TV:
While the spot was airing on TV we learned that we captured our audience's attention with an attractive tune, "I Got It All" by Golden. To our surprise viewers of the TV spot were going online to find the artist and full version of the song.
The spot transformed an ordinay object such as a trashcan into an extradorinary winner! This is one trashcan that gots it all. I mean look at him; he's in a limo, at the Lakers game, taking off a couple pounds, and enjoying a classy dinner with beautiful ladies. The spot highlights the idea that with replay, scratchers give you a second chance to win so don't throw it away or else the trashcan will have it all.
Online, people were spreading buzz about the spot and song on platforms like YouTube, Blogger, Ask, and Yahoo Answers. Here's a snippet of comments you can find on YouTube:
Fan #1: "yo when will you post up this dope track cant wait."
Fan #2: "Ahh! i need this song soo much. :D its soo freakin addictiing. i wish it was a real song. cus it makes me feel so awesome :)"
Fan #3: "song is hot, make a full version California lottery!!! "
Fan #4: "this song is sick!!!!"
Fan #5: "this is my favorite commercial of all time"
I think you get the picture. The CA Lottery has listened and now the song is out and avaialble for free!
Download the full version of "I Got It All" and ringtone here: http://replay.calottery.com/musicdownload/default.aspx
Lesson Learned: When people talk about your brand or campaign listen and give them what they want.
Monica Camacho, Strategic Planner
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1 comment:
That's what happens when the work is good. It spreads and becomes truly viral
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