Absolut is sponsoring Kanye West's concert tour, and to help promote both brands, a website and viral marketing campaign have been created. While that's not very unusual, the campaign includes a "Be Kanye" initiative that is extremely clever in its virality. In other words, Be Kanye is catching fire fast and spreading around the Internet faster than you can "unleash the miracle of Kanye."
The best part of the viral marketing campaign begins with an infomercial for new Be Kanye tablets that help users become superstars. I can't even do the informercial justice. You have to watch it to really appreciate the creative team's efforts in producing this viral campaign (watch it below), and check out the BeKanyeNow.com website to see the other amusing parts of this campaign. There is more to launch on July 13 (according to the countdown clock on the Be Kanye Now website).
What do you think? Will fans and non-fans alike talk about the Be Kanye campaign?
Hat tip to Kimberlee Morrison at Vinyl Notes for turning me onto this marketing gem!
I have to admit -- while I think this marketing tactic does its job to draw attention (and oh what attention it's drawn!) and brand his "superstar" style, I think it may be a bit much -- it doesn't look as sleek as I would expect with association to Kanye.
Still curious about the launch, though, so I'll stay tuned!
Posted by: AnalyticalDiva | July 3, 2008 9:42 PM | Permalink to Comment