While recently researching a review of Steinlager Pure I came across a disturbing practice by one of the biggest alcohol companies in Australia and New Zealand, if not the world. It is certainly one of the coolest television ads on New Zealand television, but Lion Nathan has managed to severely limit it’s reach by not allowing it to be displayed on YouTube. The advertisement I’m talking about is the Steinlager Pure ad where Harvey Keitel talks about how cool New Zealand is and how much he loves Steinlager Pure. Yet through a big company mentality it has been pulled down from YouTube and thus pulled down from a range of websites who would have embedded the ad on their websites. I have contacted Lion Nathan about this asking for their comment, but have not received a reply yet.
Companies nowadays spend vast amounts of time and money trying to get videos to go “viral”, the idea is to get enough people to watch the video that it starts hitting the “most viewed” lists. This becomes self-perpetuating with the high traffic of the featured lists causing more and more people to see it, if the video has become truly viral before long every man and his dog has seen the video. This is the sort of exposure that companies would love, but obviously not Lion Nathan with there Steinlager Pure. I would definitely reccomend they read the ClueTrain manifesto, but maybe they are too cool, that’s certainly what the advertising would have you think.
Share this Post
Thanks for a great idea about marketing. Really help me alot.
Cool!!! Good point of view, loved it. Great site, congratulations.
LOVE your site, will visit again
Submitted this post to Google News Reader.
It is common practice for many companies to pull their ads off the web. The Steinlager pure ad got pulled as it portrayed Harvey Keitel in bad taste, as he was saying un patriotic things about America. Using Celebrities can come at a cost.
I was wondering about this – do you have any suggestions? I’ve done some research but haven’t been getting very far. Looking for some guidance I guess…
The ad isn’t on YouTube because of ‘big company’ mentality, it’s due to contractual obligations. You’ll find that when foreign celebrities are used in domestic campaigns their contracts restrict the campaign to that domestic territory unless the client is prepared to pay for global rights (which is generally not an option due to exponential cost implications).
Of course, anyone like LN would *love* for a video like this to be all over the world with people talking about it etc.
Not sure which of the Cluetrain theses you are alluding to though…
Hi, I can?t understand how to add your site in my rss reader. Can you Help me, please
Viral advertising and marketing is named right after the virus. The advertising and marketing information is setup to vacation expotentially as being a virus. A single particular person tells five who explain to one more five who notify a different five and so on. The 1st profitable virus advertising campaign is typically quoted as hotmail – who fit a website link for cost-free e mail in the bottom of every inbox. This was when e-mail was complicated to attain. These days emails can vacation all around the planet in minutes as some hapless persons have learned!. Today yourtube and myspace perform around the viral principle.
Hi. We all need to ask one simple question to ourselves: What would I do if I needed to make this decision again? What did I hear? What did I feel? NOT why did he/she talk to me like that? What did I do to deserve this? There is only one way to master our relationships; it is mastering our way of communication style.