Prank-vertising — Selling via ambush

As companies search for new avenues to reach their target audiences, they are finding that a viral YouTube video may be the most cost-effective way to go.

Case in point is the latest YouTube video promoting the movie “Carrie.”  Instead of traditional newspaper and TV ads that try to scare people to see the movie, the studio created a fake scenario to scare real people.  YouTube viewers are let in on the prank from the start.  We see a small New York cafe transformed with fake walls and remote controlled furniture.  Then the place is filled with actors pretending to be customers.  When a real customer comes in, the main actor, a woman, pretends to go ballistic because the guy sitting next to her (a stuntman) spills coffee on her laptop.  She rises and uses her telekinetic powers to throw him up a wall, move furniture and have books fall off the shelves — all controlled by a hidden crew.

You can see the video here:  http://www.youtube.com/watch?v=VlOxlSOr3_M

The reactions of the “real” customers are what makes the video compelling and funny.  People think she really has telekinetic powers and are stunned.  After we’ve had our laugh, it is revealed that the prank was to promote the movie.

In three days the video garnered upwards of 25 million views and climbing.

If we are to believe the YouTube numbers, and there is no reason not to, 25 million people viewed and/or shared the video.  And a good chunk of the 25 million learned briefly about the movie “Carrie.”

While the gag was to prank the coffee shop customers — for our entertainment — the real prank was to fool YouTube watchers because it is not revealed that we were set up to be sold a movie.  There are enough pranks on the web to believe someone went to all the trouble to set this up without a hidden agenda.  But, not surprisingly, we’re being fooled.

This marketing ploy is not new.  It also is well done, gets the message across and is effective in attracting more attention to a movie than typical ads.

And it proves the point that in today’s world where we are continually bombarded with messages, cutting through the clutter is critical.  It also says something about our attention span, where we are most receptive to messaging and of course what gets our attention.

Bottom line — be different and creative.