Last fall, I wrote a blog post for Alchemy that featured a long-form advert that mashed up the Internet’s obsession with cat-based cuteness and the super-cut, sweaty aggro look of sports apparel and fitness beverage spots. It spoke of my admiration for this fully blown viral campaign for Mars Petcare’s Temptations Treats for Cats. The centerpiece was a truly inspired YouTube video (link to come later, because this post really isn’t about it yet).
Almost five months later, I received an email from a very friendly person at the brand’s PR firm pitching me a new campaign constructed in the same fashion: hook, hashtag, user engagement, full media campaign, digital content, social media — and a new video:
While I appreciate the video a whole bunch and contributed to its views and shares (that is a seriously catchy vibe, Los Saicos), what I’m writing about is that this gigantic corporate enterprise and its agency found my blog post. And responded to it.
I find that level of digital search-and-conquer impressive. It reminds me that our efforts leave a pixelated trail of breadcrumbs that can circle back to our clients when we handle this whole integrated media thing properly.
And here’s that link to the first video: http://youtu.be/sKkF6qFh_hc
If you’re the least bit curious about the post that provoked the response, it’s here: http://alchemycommgroup.com/latest-news-blog
Kelly Mayfair Owens
Alchemy Communications
