Affiliate management and search agency, Pepperjam, posted a video to YouTube on April 30 with the objective of getting a one-year supply of an energy drink for their employees.
The video, What would you do for a one-year supply of Energy Drink?, has one of the Pepperjam staff taking part in a stunt that is even a little too wild for the guys from Jackass.
It has managed to bring in over 120,000 views since April 30, and was featured on the homepage of YouTube.
And the video accomplished it’s goal: they heard from the president of Who’s Your Daddy, and they’ve agreed to provide Pepperjam with the one year supply of Who’s Your Daddy Energy Drink.
How’s that for performance marketing?
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Exactly – people had strong opinions about it, both positive and negative.
In the end, it achieved the goal, and that’s the most important benchmark in my opinion.
Plus, there are the intangibles like buzz about Pepperjam and a peek into what looks like a fun, goofy work environment for prospective employees.
MDM – without a link,
I gotta agree with you that the video touched a nerve with viewers – some people loved it and others thought it sucked.
Using social media to create buzz isn’t about getting positive comments – in fact, it’s rare that positive comment videos (or non controversial ones) make it far on YouTube and rarely stand a chance of making the front page on social media websites like Digg.com. The opposite is typically true.
Seriously, my guess is that 300 of the comments came from fans (and employees) of Red Bull, Vitamin Water, and Cocaine (the energy drink just yanked from the market). hahahaha
I’m not sure I agree with you about the negative comment thing – we were quite pleased with the activity of the video, including views, comments, ratings, etc. In fact, so was Who’s Your Daddy, Inc.
Despite whether you liked the video or not the point of it (from Pepperjam’s vantage point) was to display subtle product placement as a way of monetizing video versus Google Adsense, banner ads, etc. We aren’t as concerned with whether or not you liked the video as much as we are about whether or not after watching the video you make the connection between Who’s your Daddy as the “King of Energy” and our quest to attain a free one year supply of energy drinks.
In fact, come to think of it, the video had nothing to do with Pepperjam!
I can’t believe this thing won them a year supply of the stuff. Right now it has 339 ratings on YouTube averaging 1 star and several viewers asking for the 2 minutes of their life back that they spent watching it.
I’m not just trying to be a hater, but it looks like the data speaks for itself.
MrMike – I was being sarcastic.
………..has one of the Pepperjam staff taking part in a stunt that is even a little too wild for the guys from Jackass……….
uhh. hardly. but hey… it worked for ‘em.
Shawn,
Thanks for the mention!
To put things into perspective, the last week has been pretty fun at Pepperjam. As a result of the success of the video we got a call from the talent coordinator at the Tonight Show with Jay Leno (we are still waiting to see what comes of that, if anything) and we accomplished the goal we set out to attain – a free one year supply of energy drink!
We are expecting to receive our first shipment this week – with nearly 100 employees we asked for 60 cases the first month (May). Who’s Your Daddy said “no problem” and also agreed to send us a sh** load of swag so don’t be surprised to see Pepperjam at the Affiliate Summit in July dressed in some Who’s Your Daddy promo gear.
Come to think of it – maybe we can just get Who’s Your Daddy to allow us to offer some free energy drink at our exhibit booth.
Take care,
Kris
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