It’s really funny to see what happens sometimes when a commercial is taken online. Now, it doesn’t have to be an amazing commercial or anything. Something like the SlapChop (unless you have enormous amounts of time, just give it some 20 seconds – it’s like any average infomercial):
Not particularly interesting is it? But, then a citizen marketer called djsteveporter comes along and remixes it:
Pretty catchy, huh? And until today it has gotten more than 820 000 views – for free for the makers of SlapChop. Of course, this doesn’t happen often, but nonetheless, posting an ad online gives it a longer life than it would have had in paid media. And, it maximizes the possibility that something like this will happen. However, there is also a risk someone will create something making fun of the ad, the product or the business. As always, it’s about daring to let go of (the imagined) control over the brand.