Is the Eraserheads concert the most expensive viral marketing stunt ever?
The recent buzz on the upcoming Eraserheads Reunion Concert has gotten a lot of Eheads fans go crazy. The company behind it is cigarette giant Marlboro — a stunt that could land them the title of most expensive viral marketing campaign.
In most ways, I’d agree with Carlos Conde in his article “Why the Eraserheads reunion concert sucks“. He basically hits the nail in the head with this one.
With the big cigarette companies now being banned from doing any ads, the only way they can get some airtime is via the web. Indeed, will all ad money stuck in the bin, they had to go all out with some creative viral campaign (so to go around the restrictions — they can still
sponsor participate, but they cannot advertise or directly sponsor an event based on the new law).
If the rumors are true, then that Php10 Million talent for each of the band members is a huge premium. It is in itself a national record for biggest fee for a single night’s performance of a local band. A total of Php40 Million for the band, a couple more millions to set the stage for the concert night itself and they’re all set. Online searches should prove that. Hordes of bloggers blogging about it and throngs of media reporters covering the story sealed the deal.
But how will Marlboro actually measure their success? Well, aside from the media coverage which is already well worth the Php40 Million, they’re driving all traffic to their local website (marlboro.ph) and require people to register in order to get the coveted invites to the concert. That’s tens of thousands or even hundreds of thousands of personal information and their email.
I think Marlboro will surely get their money’s worth.