Weezer Gets It
Within the past week, Weezer's newest music video "Pork and Beans" has been viewed more than 5,000,000 times. Is Weezer that popular? Or do they just get it?
Most of us can burn hours with friends on YouTube. The conversation usually starts with, "Yeah ... but have you seen this one?" and then YouTube glory ensues. And yet, even with seemingly universal YouTube awareness, so many YouTube campaigns just straight bomb. What is Weezer's secret?
Participation!
Weezer is participating in the YouTube world by referencing -- and paying tribute to -- content that other community members have created. By showing they understand and care about the rest of the community, they have engendered a positive vibe, added value to others, and in the process promoted their new single. Unlike your standard "shove-it-down-their-throats" marketing, Weezer *gets* that marketing itself should make our lives better.
Also, this video was put on YouTube by the Weezer channel. They're giving the video away for others' enjoyment. They're not concerned with copyrights, whether it's being used properly or not, or who is watching it. They put the content out there for others to enjoy and have fun with, and it's paying off.
With references to YouTube hits like Afro Ninja, Numa Numa, Miss Teen USA 2007, Evolution of Dance, and Diet Coke and Mentos (to name just a few); the Pork and Beans video is a tribute to user-generated content--and it's awesome.
Not only that, but I kind of dig the crunchy guitars and catchy tune. Enjoy:
Clever marketing? Yeah. Good music video? Hrm, I don’t really think so..
Definitely an interesting take though.
You’re killin’ me Smalls! You honestly didn’t enjoy watching Rivers dressed up like a forty year old man with a mustache? The one thing I have always loved about Weezer is that they’re willing to make fun of themselves.
I see what you’re saying, but I still love the video (as a music video...not just as a marketing piece).
Hah, yeah, I dunno. I just can’t get past the fact at how much of a marketing device this is to garner Internet-geeks-like-us attention and see it as an actual artistic music video. I mean it is artistic, don’t get me wrong. And yeah, I applaud Weezer for doing something like this, but it’s nuts. :P
Afterthought: I would almost guarantee that the actual song could suck pretty hard, and if this same music video was applied to it, that it would still be a total hit on the ‘net. You think that could happen? I think if it would be capable of doing that, then it’s a testament to the marketing “genius” behind the video. But maybe that’s just bitter ole me, heh.
Ben, good points.
It certainly hits the nerd crowd; but I think it hits a lot more than that. Sure, not everyone has seen all of those videos they’re referencing. But, most people who would enjoy Weezer probably have. It’s also worth noting that this isn’t all Weezer has done with YouTube. They also invited their viewers to help them write the lyrics of songs, they brought in some of their “stars” to do side videos to promote the Red Album. Yeah, it’s marketing...but it doesn’t strike me as a cheap trick. It seems pretty genuine.
Also, good point about a sucky song doing the same thing. The song could suck and it would be popular for a brief period. But I don’t think the popularity would last. I don’t think it would go “viral,” shall we say? I think the song is rad. If I thought the song sucked, I’d turn it off and not tell anyone about it...which is what I do with all bad music anyway. If Nickelback made this video, I would poke my eardrums out while watching the video.
These are also the guys who made a video with the Muppets, and the Fonz. This is right up their alley.
superb
Trackback URL: http://www.viget.com/trackback/1141/
Comments for this entry were closed after 60 days.
Next entry: Our First "Middle School" Marketing Gathering
Previous entry: Market Like You Mean It