When we last left the folks at Glass and a Half Full Productions, they managed to bring a little bit of viral marketing to the confectionery business for Cadbury. I often use the example of the Gorilla drumming to show the power of online video and how smart, funny and whimsical content can attract an audience and spread.
While it may not have been strongly aligned with the brand (i.e. what does a drumming gorilla have to do with a candy bar?) the video was unexpected, entertaining and memorable. It certainly gave Dairy Milk it's Fifteen Megs of Fame. It was so off the wall I actually wonder if recall was stronger for Dairy Milk versus weaker.
Anyhow, since the gorilla drum solo to Phil Collins "In The Air Tonight" made it's online debut a while back, a new online video has been made by the same folks called "Trucks". Check it out below or on the Glass and a Half Full Site. It seems a lot more went into the production of this follow-up but I expect it will not have anywhere close to the result of it's predecessor, Mr. Gorilla. My thoughts on this new video are summarized with a resounding "meh".
What is new and interesting is the site that has been created from Glass and a Half Full Productions to house the content. It is a fun distraction to explore and they have even linked to the YouTube riffs and take-off on the original video. There are a few interesting remixes to check out.
My only problem is that on the original site, which housed only the Gorilla video, there was a form asking for email addresses so that Glass and a Half Full Productions could keep you in the loop when new content was released. I signed up, but didn't get anything. I wonder what happened there?
I will continue to use Gorilla Phil Collins in my presentations and may now even include "Trucks". If I do, it will be to illustrate how difficult it is to create content with viral potential, even on the heels of a success. Wouldn't life be easier if everything were that predictable?
