Panasonic tries to go viral. Fails. Very much.
Sometimes Dr Mumbo comes across a piece of branded content where his first reaction is to quietly move on, so as not to intrude on private grief.
He’s just come across such an item on Panasonic Australia’s YouTube channel, with a five part series which appears to be the story of a father who tries to make his son go viral on YouTube.
The plotline being somewhat ironic, as the video item Dr Mumbo came across has only had two views at the time of writing and the most popular item in the series just 11.
Soul crushingly lame.
Surely the people responsible for this have eyes… Would they like to watch this?
No. So why produce it? If you’re going to make content, REMEMBER YOUR AUDIENCE!
Their youtube presence is hardly dominant- 300 or so subscribers, 3 months since last channel comment from the public. They’re not trying all that hard.
oh man, just got a message from Panasonic to pass on, they hate you
Painful. Which poor creative had to script this?
I am baffled? Panasonic is an awesome brand and very reputable. Their products are generally very reliable and subsidiaries, divisions are too; like Technics and Sanyo.
Their YouTube channel could quite literally have hundreds of thousands of subscribers. Panasonic should stand up for what they are and get technical. Make some great vid’s about up and coming gadgets. Get involved with cool, innovative projects and share 2 min snippets of funky stuff they are doing.
No brainer isn’t it?
This post will help increase the views!
It’s the guy from the Dairy Farmers’ Rise Smoothie ad!
Ouch. It hurts make it stop!
This is the worst thing I have ever seen… And I’ve seen the budget direct car insurance ads.
sure @social strategist they could do all that.
Or they could just get back to what it is they do best which is make great products, and utilise very effective traditional marketing channels to communicate said products to the general public who couldn’t give a rats arse about watching (most) corporate content on youtube.
Ask yourself this – do Panasonic have the credentials or expectations among people to be a great content company? Or do we see them as a company that provides products that deliver content? There is a big difference between the two and unfortunately too many marketers can’t work it out.
Panasonic needs to get a coherent ATL strategy going, and leave all this low rent rubbish to people who truly have no budget but remain under the illusion that they can use these channels to market on the cheap.
wow, they actually talk about ‘going viral’ in their viral. at least now we all know what not to do.
Dr Mumbo is doing Panasonic a good favour by giving them hits. Bad news = good news. They’ve got something to learn now. 😉
I used to swear by Panasonic products.
Now I swear at Panasonic viral videos.
How times have changed.
This is too pathetic for words. Jobs need to go over this.
WOW. Who let this out?! Oh wait I think they pulled the Dentist remake.Ouch. Makes me feel like the 10 short how to videos I shot and produced (7000 uploads) were magic.
This launched last week to a cinema full of unimpressed journos. Perhaps their reaction meant that it wasn’t pushed further? Great new TVs though!
Oh my.
I’m with Murray on this one.
Tragic performances set in a sitcom/internet mongrel ripoff with a script that breaks my heart it’s so bad.
Given that the film was only created to educate journos about home entertainment networking, I can’t imagine that Panasonic intended for it to ‘go viral’.
Hi Nicky,
That may have been the original intention, and indeed I’m sure the videos were good for that purpose, but the videos were then uploaded to YouTube. Indeed, YouTube channels were also created in the names of the fictional characters. My guess is that somebody decided to try to take two bites of the cherry…
Cheers,
Tim – Mumbrella
What cherry? Panasonic seem to upload everything to their YouTube channel, from TVCs to product manager training videos and yes, gasp, media material.
Hi Nicky,
It was’t just on the main Panasonic channel. They created fake YouTube channels that were supposedly being run by the characters – not just the main Panasonic channel. If that was’t an exercise in social media, I’m all ears to hear what it was…
Cheers,
Tim – Mumbrella
I haven’t even seen those, actually.
I think they deleted the channels after this post apepared.
Cheers,
Tim – Mumbrella
Ahhh. That’s a shame. No wonder my search did not bear fruit.