In a move that will become more prevalent, copywriters are now using the stories behind viral videos to push through their own brand messages. Following Teresa Mannion’s famous broadcast on RTE, BTW (Baths Tiles Woodfloors) put out a spoof report with a similar sounding reporter promoting the company’s ‘biggest ever sale’.
Viral spoofs can be a unique way to help your brand to stand out. Those listeners who have watched the original viral will be most engaged with the advert. It’s a technique which offers a lot of freedom for humour but timing is key. The most impactful campaigns will be those that are aired right in the middle of the video’s popularity. The shelf life of viral spoofs is very short and it’s important to pull the ad before it becomes dated.