Great example of a successful viral ad and lessons to be learned from it

The discussion about the Mountain Dew ad campaign and in particular the debate surrounding viral ad choice got me thinking about viral ads that have made an impression on me. I chose the 'Mock Opera' ad because it reminded me a little of a wildly successful ad in the UK which is known as being the ad campaign that really brought Cadbury's chocolate a great deal of success. It continues to have an impact today and the gorilla character has become something of an icon. A link to the ad is here.

I thought it related to the Mock Opera ad in several ways. Firstly, the use of a similarly older but popular song is a clever way of reaching older audiences (those familiar with the song) and new, younger audiences (through the character and the iconic song). Secondly, the character is fun and memorable, as the Dew Dudes are meant to be.

Some other facts about the ad:

• Part of a GBP6.2million campaign that began with screenings on the TV and in cinemas
• This grew into a billboard, print media and event sponsorship presence
• The premiere of the ad was shown during the final of Big Brother UK which was watched by some 14% of the British population (we like classy TV in the UK, clearly)
• Like with the Mountain Dew ads, it was broadcast at a major sporting event - it was the final ad shown during the 2007 rugby world cup (which England lost to South Africa...we do not talk about this...)
• It went viral shortly after airing on the TV - the youtube version received 500,000 hits just one week after launch. At the end of 2007 - 4 months in - it had been viewed approximately 6.7 million times
• Over 70 Facebook groups were then set up in tribute to the gorilla character
• A whole host of online parodies followed, only adding to the ad's perception in the minds of the consumer
• It then aired in Canada, Australia, South Africa and New Zealand where the song was occasionally adapted (eg. 'Total Eclipse of the Heart' in Australia) depending, presumably, on the market's affinity for Phil Collins...
• The campaign won a host of ad awards and market research suggested that 20% of the public viewed the brand more favourably following the launch

Key elements of the ad's success to my mind include the quirky character, popular yet older song and its originality/quirkiness in general. I think music is a key factor in viral campaigns due to its ability to transcend cultural and demographic boundaries. The parallels with 'Mock Opera' are therefore clear to me.