When New Media Goes Bad – Episode 3: RayBan, Taco Bell et al

Ray-Ban Aviator sunglasses model RB3025 004/58.

There is a great piece over on AdFreak question the value of some recent “viral” video marketing stunts by some pretty big brands:

“Ray-Ban last week hired a bunch of actors (shown here) to wear its sunglasses and freeze in place to generate publicity. This was in Manhattan, so most people didn’t notice or care. A few weeks earlier, Philadelphians were likewise unimpressed when Taco Bell staged a similar prank. I don’t think anyone would have known anything about these tired marketing “events” if the PR machines hadn’t shoveled alerts into cyberspace like so much compost on the heap.”

These are just the sorts of stunts ad agencies are eager to sell to their clients – they sound hip and edgy and innovative to the poor rubes trying to sell their faux-mexican food and overpriced shades to the youth of America.

Unfortunately for them, the youth of America is not only wise to their game but they find the whole game pretty lame and insulting.  Probably not the brand message they were shooting for.

Here’s the Taco Bell spot. It’s a blatant ripoff of ImprovEverywhere’s Grand Central stunt

<object width=”425″ height=”344″><param name=”movie” value=”http://www.youtube.com/v/VKlQqkjSw3g&hl=en&fs=1″></param><param name=”allowFullScreen” value=”true”></param><embed src=”http://www.youtube.com/v/VKlQqkjSw3g&hl=en&fs=1&#8243; type=”application/x-shockwave-flash” allowfullscreen=”true” width=”425″ height=”344″></embed></object>

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