Tesco, the United Kingdom-based grocery chain, isn’t messing around this Halloween. They got in the spirit by pranking customers at one of their stores and catching the entire act on video.
Tesco seems to be following the “formula” for creating buzz with this new video. Tesco…
- Used something topical (Halloween) as the basis of the video
- Engaged with their customers in some out-of-the-box fashion
- Filmed customers’ reactions
- Posted the video on YouTube with the hope of it going viral
With 1.5 million views on YouTube, I would say it was pretty successful. But now that the video has reached its goal, what is Tesco expecting as an outcome? Are sales supposed to skyrocket because of increased mention of the brand?
Instead of immediately increasing sales, they may be taking a less direct approach. Halloween is now the third biggest retail event in the UK behind Christmas and Easter, so Tesco may be attempting to position themselves as the go-to spot for everything related to Halloween because they’re truly “in the spirit.”
It’s hard to say what Tesco’s specific intention for creating this video, but it’s the very same road many companies are taking to attract attention. This tactic seems effective, but for how long? Soon, our social media feeds will be so saturated with advertisement viral videos that we won’t watch them. It seems like some of these videos are overdone and redundant; I’m sure we all remember the millions of “Harlem Shake” videos that went viral a few years ago.
How long do you think this viral video ad trend will last? Do you think companies should continue riding the wave of the trend or look for a new, fresher approach?