Hats off to the folks of Tipp-Ex. Their most recent campaign, "Hunter shoots a bear", is yet another example of an excellent execution of what we call viral marketing. French agency Buzzman has been responsible of creating an awesome interactive experience, in which users can determine the fate of the bear. Instead of the original "Hunter shoots a bear", people get to "rewrite" (as you do when you use Tipp-Ex) with whichever word they prefer: hugs, eats, dances with, etc...just name your pick.
The campaign strives in a positioning a brand that for many represents a commodity item, specially during the 'back-to-school' period, as well as truly communicating the significance and importance of erasing , hence engrossing the audience on a psychological level.
Even though the number of viewers are pouring in- almost hitting the million mark since its launch on August 25 - some think the it resembles its predecessor far too much- Burger King's Subservient Chicken campaign. Others ask themselves just how many people who flock the internet actually still use pens, much less correction fluid.
All in all, my belief is that they have definately succeded in generating buzz and interactive engagement...and given us a lot of laughs. (Write down 'hugs', it's hilarious)
*Note: Thanks to my friends Fernando Lopez-Quero and Bud Lake for breaking the news for me...you rock!