The New Zealand Bakery of the Year challenge is one bit of online marketing that I look forward to each year now. The reason why I like it is simple – whats not to like about those cute little animated gingerbread men. Each years viral video is as entertaining as the last and this years Gingerbread Ed video is (as they put it on the Bakery of the Year site) an edible homage to one of New Zealand’s greatest, Sir Edmund Hilary.
As per usual each bakery is assigned a unique number to identify them for judging and voting purposes. Then people can vote for their favourite bakeries by texting. The public text voting and expert bakery judges determine the winners. A special People’s Choice Award is determined through online voting.
Gingerbread Ed is right up there with their previous years campaigns of the Gingerbread Gangsters and the Gingerbread Haka.
Hell Pizza in New Zealand have hit the headlines again with more controversial advertising. The latest is a Halloween pizza promotion that was on the microsite http://www.backfromthedead.co.nz. The animation depicts Sir Edmund Hillary, Heath Ledger and the Queen Mother emerging from graves and dancing to Michael Jackson’s song Thriller. People have found it offensive and in bad taste. The site has been taken down.
According to the BBC News, they say the firm’s marketing director Rachael Allison told New Zealand media that the latest animation was part of an e-mail campaign targeting existing customers and that around 5,000 people saw the advert before it fell into the hands of the media.
Mash-up on YouTube
A search for the animation on YouTube comes up with only one video posted. I’m not even going to bother to insert a link to view this video because the video clip doesn’t actually show anything of the animation and it doesn’t deserve anymore views.
When I begun my research on this latest Hell Pizza controversy, this YouTube video had been viewed 15,371 times. Looking at it the following day it had received 17,177 views. So, around 1800 views in one day. For a crappy, dud mashup that doesn’t show the animation, thats not bad in terms of views for that amount of time. And of course the only reason why it has had so many views is because it is the only thing you can find relating to the advert.
I am amazed that no-one managed to get the actual animation onto YouTube, as this is where a lot of banned advertisements end up. Okay, so now you’re curious and probably want to go and check out the mashup video anyway. Honestly, I wouldn’t bother.
The New Zealand Bakery of the Year 2008 competition run by the Baking Industry Association of New Zealand (BIANZ) ended in August. Last year I wrote about the 2007 New Zealand Bakery of the Year campaign on onlinemarketer.co.nz. The viral video for last years campaign was of the animated Gingerbread men Haka. This video proved to be controversial, so enhanced the viral marketing aspect of the campaign. This year they have done another Gingerbread man video, but in a scene from The Godfather film.
A search on YouTube using the keywords: gingerbread men gangsters turns up 2 listings of the video. It is now a couple of months since the competition finished and these 2 listings together have only had 534 views. At the time I was writing about the 2007 campaign, around a 100 people had uploaded the Gingerbread Haka on YouTube, with them getting an excess of 300,000 views. Okay, so the Gingerbread Gangster video is not as controversial as the Gingerbread Haka, so it was bound to not get as much attention as last years campaign.
The campaign was run in similar fashion to last year. Get the bakeries to register online, assign them a unique number to identify them for judging and voting purposes. Then get people to vote by texting, online voting or instore voting. Once again people were encouraged to send the Gingerbread viral video to their friends on the web site. I am not sure as to whether they did any TV advertising this year. I don’t watch much TV, so I don’t know.
Even though this years Gingerbread Gangsters Viral video does not appear as successful in terms of reach on YouTube compared to the Gingerbread Haka, I still think the concept of the Gingerbread Gangsters is just as good as the Gingerbread Haka.