Monthly Archives: June 2012

Why is Mercedes’ ‘The Catch’ video getting so popular?

The Catch

The phenomenon of viral marketing videos offers a wealth of opportunity to observe social psychology in action. What makes them work? Why do they fail? We’re going to take a look at Mercedes’ recent viral video, ‘The Catch’ to see how it works an audience, and why that’s contributing to it going viral.

1.    It doesn’t set out to be a viral marketing video

Mercedes kind of include the vehicle they’re marketing – the SLS AMG Roadster – as almost an afterthought to the video. Sure, the car’s being driven in the main, but it is hardly tarted up (in fact, with all the camera equipment it looks pretty tarted-down). The video makes no claims as to its speed, efficiency, or aptitude to this particular task.

And that’s a really, really good thing. Many companies make the attempt to create a viral marketing video from the mission inwards. That is, … Read the rest

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