Let's talk about a campaign that causes me to inexplicably burst into tears. If you haven't already seen T-Mobile's "Life's For Sharing" campaign, you're probably living under a rock. Thus far, the campaign consists of two large-scale public stunts. First they surprised commuters in Liverpool Street Station by organizing a massive dance break, and now they've done it again, bringing 13,000+ people into Trafalgar Square to sing "Hey Jude" karaoke-style.
For all you rock-dwellers out there, here are the videos.
This is what happens when a company puts a little thought, effort, money and heart into their marketing. They are getting hundreds of thousands of views a week and sitting solidly at the top of AdAge's Viral Video Chart. People are watching these videos over and over and sharing the gospel - blogging, tweeting, posting, forwarding and linking these videos into every nook and cranny of the web.
What did T-Mobile do differently from the countless other brands trying to infiltrate the masses virally? They abandoned the stereotypes of "savvy internet users," realized that the people who use the internet are humans, and created their ads accordingly. I also have to give them mad props for their excellent song choices. Bang up job, T-Mobile, cheers and all that. Now, if only your service was as good as your marketing...