Home > Uncategorized > The Power of Social Media – Portobello Mushroom Burger Day on Youtube!

The Power of Social Media – Portobello Mushroom Burger Day on Youtube!

October 23, 2009 Leave a comment Go to comments

June 3 2009 was officially called Portobello Mushroom Burger Day on Youtube. Carls Jr. paid nine popular YouTubers to produce online commercials for the Portobello Mushroom Six Dollar Burger viral video campaign, in an effort to sell the Portobello Mushroom Six-Dollar Burger to young men.

The participants of this campaign got a cable TV-size audience on YouTube, Facebook and Twitter, by showing how they would eat their burgers.

The YouTube stars were chosen not only for their creative flair, but for the networks of followers they can mobilize.  The nine YouTube celebs combined total 3.8 million subscribers on the site — but also boast 590,000 followers on Twitter and 25,000 Facebook fans. These networks, in essence, comprise a new kind of media buy.
By promoting Carl’s Jr. with their own videos, the content creators gave the brand the crucial personal endorsement so important in social media.

This strategy is cheap compared to traditional advertising. The whole program was a fraction of the cost of producing a TV ad.  It got more than 6 million views.

Finally, it is worth to mention that Google is promoting these types of initiatives with advertisers, as it attempts to turn the video site into a moneymaker. YouTube, while far and away the most popular video service, has struggled to find its footing with advertisers.

Here are some of the final videos:

  1. francescowesel
    October 23, 2009 at 2:37 pm

    that is a great example of how the advertising world is shifting from top-down-shouting to bottom-up…reminds a lot of the Heinz Ketchup commercial contest on youtube. Not only did this Burger campaign create a ROI much higher than any imaginable traditional media option, but the level of engagement and word of mouth make this particularly valuable, building these emotional touch points between brand and consumer.

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