Digging in the right yard: The Viral Marketing of It’s All Gone Pete Tong
The illusion is short lived for anyone who is wise to such strategies; but it is well executed and has stirred up confusion and debate among critics and fans alike. In the end, it has reached the audience that it needed to reach, ignoring the wider berth and bankroll of the mainstream, in favour of a focused few. They found their viewership. They nailed it with a bull’s eye.
It has never been easier to miss the mark in such endeavors. These days, the traditional methods of advertising often prove to be ineffective and ignored by a young and savvy audience that more often than not is looking in a different direction altogether. One must note the topic du jour at the recent Cannes Lions Awards: “The 30-second TV spot is now an endangered species.” There is no longer a front line; no easy target.