Last year, Geert Desager produced a short film called “The Breakup” for Microsoft that made all of the marketing circles, was presented at conferences of very smart people and applauded widely. My question is, did you remember that it was a promotional/viral piece for Microsoft Digital Advertising? I didn’t.
A friend recently sent me a link to “The Breakup” on Geert’s blog, where I discovered that they released the sequel just a couple of days ago. Check it out for yourself: “Inspiration, anyone?”
I still have to ask how this ties into Microsoft Digital Advertising. Don’t get me wrong. I love the sequel. I love the message. I’ve watched it a dozen times already.
Sure, most of us can connect the proverbial dots, so long as they reside on the same page. But if you watch this video out of context (which is how we watch most viral videos), what is your next step? Sure, they tell me where to go at the end of the film, but how about a few more clues? What should I expect when I get there? The minimalist approach to messaging might work for some, but folks with money to spend need a bit more incentive than just a trail of clever breadcrumbs, don’t you think?
UPDATE: Jeff Sexton explains 3 Things Viral Videos Must Do to Make Money.