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Many proponents of the new rules of web marketing (or viral marketing) say that old-school advertising is becoming mostly useless. While I agree with this opinion, one way I do not agree with them concerns funny commercials.

Sonic Drive-In

Obviously commercials are not as effective today as in the past because it is easier than ever to block them out. People can use DVR’s to fast forward past commercials, they can use their remote controls to change channels when commercials are on. Even if neither of those options are available, people have become increasingly effective at tuning out unwanted incoming messages. (My friends call this phenomenon “crocking” because of a crocodile’s ability to use its third eyelid to block out incoming water from reaching its eye while still being able to see underwater.)

Funny commercials, however, have a great ability to draw people. If a funny commercial is on TV people will stop to watch and may even want to watch the same commercial multiple times. From a web marketing standpoint, funny commercials have an even greater potential: the word-of-mouth and (David Meerman Scott’s term) word-of-mouse effects.

People talk about funny commercials with their friends. They also try to find funny commercials online, and this is where most traditional marketers fall short of a good commercial’s potential (the aforementioned word-of-mouse effect). Traditional marketers could easily place their commercials on YouTube or even on their own website to allow people to come and view them online. Companies should make it easy for people to download, email or otherwise pass along these commercials to their friends. What better way to spread your brand than by allowing your willing and eager audience to pass commercials on to others (for free).

I found these Sonic Drive-In commercials on YouTube.

[youtube http://www.youtube.com/watch?v=A0yq8MhilCk&hl=en&fs=1]

[youtube http://www.youtube.com/watch?v=bDH4AboJKPk&hl=en&fs=1]

The burning question in my mind is why Sonic did not post them on YouTube? Rather, passionate viewers posted these commercials. If Sonic were being good web marketers, they would have immediately posted them online in the anticipation that viewers would try to find the commercials on the web and then show their friends, who would then show other friends, who would then show other friends…you get the point.

The lesson for all of us (small to large businesses) is to make sure you have as much material available for your potential customers as possible. If you make radio or television commercials, create a section on your website to hold them. Add your videos to YouTube. If you have print advertising, include them in a special section on your website. Regardless of what type of material it is, if your audience will find it interesting then make it available for them to find because they are looking.

Photo courtesy of wfyurasko