“Why would the internet lie?” says someone at the end of a failed attempt to ‘test’ if cellphones could produce enough energy to pop corn kernels.
They were responding to the hilarious video on YouTube that has all the hallmarks of being authentic –poor resolution, shaky camera. The unspoken hypothesis: cell phones could have the same effect as a microwave. And you hold it close to your head?
Not just hilarious, but a wicked -un-marketing speak for strategic- way to send a message without actually issuing a press release that cell phones may fry your brain. Not just wicked, but viral.
Some feel cheated. Some suggest it is sneaky “murketing.” Whaddya expect? This was on YouTube, not the Discovery Channel! “We knew they were fake, the only mysteries were the “how?” and the “why?”” said WIRED’s Charlie Sorrell -who later confirmed that the folks behind the fake popcorn were from By Cardo Systems, maker of bluetooth headsets for motorcycle riders.
So what does this tell us about marketing?
1. Viral marketing doesn’t follow the rules. Does the fact that it is a hoax (disproving the preposterous idea that cell phones are lethal microwaves) take away from the need for Cardo’s products? In the old brand world, the answer would have been yes, so please kill the idea. In a few days, by ignoring these rules Cardo will have the kind of word of mouth advertising many brands would die for.
2. Viral marketing takes risks. Cardo probably knew enough about comparisons that have been made between a bluetooth frequency and cell phones frequency -both operate on the same range as microwave ovens. Bluetooth is just a weaker transmitter.
3. Viral marketing energizes others. People were very anxious to debunk it, but had to upload their videos about it! To borrow a point Charlene Li and Josh Bernoff advocate in their book, Groundswell, the new rules mean you need to ‘energize the groundswell.’
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