By way of Jason Calacanis I discovered the calculated “user-generated, viral” video linked below. As chance would have it, I’m also reading Joseph Jaffe’s “Join the Conversation” today and so perhaps I’m a bit more critical than I normally would be about Diet Dr. Pepper’s attempt at hijacking a user-generated viral video, “Chocolate Rain.”
This is the kind of calculated crap that Jaffe writes about at length and will not sell much product. Why? Because the brand message is at the end of the tedious video and will not be seen my many viewers. It’s just too painful to see Tay Zonday be mocked by the ad agency that somehow convinced Dr. Pepper this was a good idea.
Note to Diet Dr. Pepper Cherry Chocolate Brand Director: read “Join the Conversation” immediately; then fire current agency and hire someone like Jaffe’s crayon.
If you haven’t yet seen this travesty, here you go: