Diet Coke/Mentos Video Meme: Three Winners, One Loser
When two guys spend $300 dollars making sodas explode by adding candy to them who wins?
The soda maker, Coke?
"It's an entertaining phenomenon," said Coke spokeswoman Susan McDermott. "We would hope people want to drink (Diet Coke) more than try experiments with it." McDermott says that the "craziness with Mentos ... doesn't fit with the brand personality" of Diet Coke.
The candy maker, Mentos?
"We are tickled pink by it," says Pete Healy, vice president of marketing for the company's U.S. division. The company spends less than $20 million on U.S. advertising annually. He estimates the value of online buzz to be "over $10 million." The company is considering striking a marketing deal with the two men responsible for one of the more elaborate videos.
The film makers: The men, Fritz Grobe, a 37-year-old professional juggler, and Stephen Voltz, 48-year-old lawyer, from Buckfield, Me., belong to a local theater company called Oddfellow theater. They got the idea after seeing a less sophisticated version online, and "We wanted to make it bigger and better and turn it into something theatrical," says Mr. Grobe.
Or the company that hosts and monitizes the video, Revver?
From PaidContent:
"The “Diet Coke and Mentos Experiment Video“, which has become very popular online (WSJ did a story here) has been viewed about 2.5 million times on Revver.com - an online video sharing site that pays content creators each time a clip is viewed. It embeds clips with a single-frame ad and splits the revenue …The video has so far generated $30,000 - $15,000 for Revver and $15,000 for its creators. The clip was made for about $300."
Taken it in order:
The soda maker, Coke?
"It's an entertaining phenomenon," said Coke spokeswoman Susan McDermott. "We would hope people want to drink (Diet Coke) more than try experiments with it." McDermott says that the "craziness with Mentos ... doesn't fit with the brand personality" of Diet Coke.
The candy maker, Mentos?
"We are tickled pink by it," says Pete Healy, vice president of marketing for the company's U.S. division. The company spends less than $20 million on U.S. advertising annually. He estimates the value of online buzz to be "over $10 million." The company is considering striking a marketing deal with the two men responsible for one of the more elaborate videos.
The film makers: The men, Fritz Grobe, a 37-year-old professional juggler, and Stephen Voltz, 48-year-old lawyer, from Buckfield, Me., belong to a local theater company called Oddfellow theater. They got the idea after seeing a less sophisticated version online, and "We wanted to make it bigger and better and turn it into something theatrical," says Mr. Grobe.
Or the company that hosts and monitizes the video, Revver?
From PaidContent:
"The “Diet Coke and Mentos Experiment Video“, which has become very popular online (WSJ did a story here) has been viewed about 2.5 million times on Revver.com - an online video sharing site that pays content creators each time a clip is viewed. It embeds clips with a single-frame ad and splits the revenue …The video has so far generated $30,000 - $15,000 for Revver and $15,000 for its creators. The clip was made for about $300."
Taken it in order:
- Coke - too cool for school (or revenue.) Loser.
- Mentos - $10M in free branding! Winner!
- Two Guys - $300 investment turns into $15,000 and counting, plus future offers for content creation. Winner!
- Revver - $15,000 and counting and now every one knows you can make money sharing videos with the Revver service. Winner!
Labels: Diet Coke, Eepybird, Mentos, Online Advertising, Revver, Susan McDermott
posted by daniel davenport at 8:07 AM
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