Viral campaigns that ask consumers to add their own picture or voice to a person or animal have yielded substantial results for brands like OfficeMax, Purina and Careerbuilder.
-One of the latest viral efforts, “Munk yourself,” supports the Dec. 14 premiere of the Alvin and the Chipmunks movie. Visitors to Munkyourself.com can record a message in a chipmunk voice, via mic, phone or text-to-speech, and send it to their friends.
-Fox scored an earlier viral hit with The Simpsons Movie. More than 5.1 million Simpsons avatars have been created at Simpsonsmovie.com. Burger King’sSimpsonizeme.com has outpaced the Subservient Chicken in terms of page views. It had 77 million views between July 16 and Aug. 31. More than 40 million photos have been “Simpsonized.”
-One early such success story was New Line Cinema’s 2005 Wedding Crashers Trailer crasher videos. More than 300,000 fans created videos that placed their faces over the characters in the movie trailer.
-Other current efforts include Cokezero.com, where fans can upload their picture and become an end zone dancing football player.
-OfficeMax has relaunched “Elf yourself” at Elfyourself.com. Between this holiday season and last, consumers have created more than 9.5 million elves bearing faces from uploaded photos. The chain also has added Scroogeyourself.com this year.
-Careerbuilder.com’s Monk-e-mail, where consumers can record their voices over a short monkey clip, has seen more than 100 million Monk-e-mails sent since January 2006.
-Purina followed suit with Doggie-mail (now one million users strong) and Kittie-mail launched in October at Petcentric.com.
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003680009
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