You are about to see the viral video three times:
Have you seen that? developed by the German advertising agency 19:13 to launch the new MINI Clubman car. The advert was released on the internet via YouTube on 25 March 2009. In its first year it had over 180 000 hits as well as being spread further across the internet.
Viral marketing describes any strategy that encourages individuals to pass on a marketing
message to others, creating the potential for rapid growth in the message’s exposure and influence. A viral video is a video clip that gains widespread popularity through the process of internet sharing, typically through e-mail or instant messaging, blogs and other media sharing websites.
The advertising agency 19:13 was given the demanding brief of creating an exciting video which
would go viral and also help to rebrand the MINI Clubman car. The Head of Global Marketing
at MINI claimed that "The viral video demonstrates in an entertaining way what the new MINI
Clubman is capable of, and how much pleasure it is driving it. 19:13 implemented that in a
literally breathtaking way".
1 Media Forms
How is the video constructed to engage the audience? (12 marks)2 Media Institutions
How is the brand image of the MINI Clubman promoted in the video? (12 marks)
3 Media Representations
How is the video represented as being real? (12 marks)4 Media Audiences
What features of the video encourage the audience to pass on the marketing message to others?
(12 marks)