example, we held a Snuggie Fashion
Show during New York Fashion Week
last year that created a lot of buzz. This
year we just launched the Snuggie Choice
Film Awards, a contest to celebrate the
fans and their creativity when it comes to
Fans are invited to submit their best
three-minute video homage for a chance
to win the $5,000 grand prize and a trip
to New York in October, where the
first Snuggie Choice Film Awards will
be hosted. This contest was launched
simultaneously with a sneak preview
of the new fall 2010 Snuggie campaign
featuring groups of Snuggie-clad dancers
doing the “Macarena” song. Also, com-
ing in September, a book called “The
Snuggie Sutra” which promises more than
100 Snuggie-wearing bedtime positions
along with the disclaimer, “Not affiliated
with the Snuggie corporation, but highly
aroused by it” will be available at the
local Barnes & Noble.
DR marketer Allstar Products Group uses
viral-geared sites like You Tube to create
buzz for its products and events.
“Our brands are very active on social
media channels,” says Boilen. “We use
our brand presence on these forums to
monitor the conversation to see what our
fans are saying; likes, dislikes, etc. Forums
such as Facebook and Twitter are such a
great way for us to communicate with our
fans on a daily basis in order to best understand their wants and needs.”
Harnessing Third-Party Power
Viral-geared sites like You Tube can
be among the most powerful resources for
DR marketers to build up consumer engagement and practical knowledge about
how to use and why to buy a product.
Savvy marketers will often publish
their television spots, or portions of them,
on You Tube so that users can easily find
video demonstrations and purchasing
information, such as an official Web site,
when they search for a product online.
(Response hosts AsSeenonResponse TV.
com, which is connected directly to
You TubeDirect.com, the only DRTV
branded You Tube channel). In order
to create awareness around a marketing
campaign, however, the goal of posting
content on a video-sharing site is to entice people to have fun with it and ultimately share it.
The Flavor Wave Turbo Oven, for example, has a strong presence on You Tube.
The infomercial features pop culture icon
By posting the Flavor Wave Turbo Oven
infomercial featuring Mr. T on You Tube,
marketers have found an additional way to
interact and have fun with consumers.
Mr. T scoffing at the assertion that his
frozen beef cutlets could be de-thawed
and cooked in minutes.
“We’ve found that a lot of viral videos
of our Flavor Wave Turbo commercial
have been mixed and re-cut by third parties and edited to music then placed on
You Tube,” says Paul Greenberg, Santa
Monica, Calif.-based chief creative officer
at Thane Direct.
A You Tube search for “Flavor Wave”
returns more than 200 videos, many of