When there’s several inches of snow, there’s opportunity for a viral video.
That’s what Casey Neistat discovered when he posted a video of himself strapped into a snowboard and being dragged behind a Jeep Wrangler through the snow-swept Manhattan streets on Saturday.
Wearing a bright red jacket — appropriately embossed with a YouTube logo — the two-minute video quickly went viral, thanks in part his readymade Internet following.
On Facebook, where Neistat has 280,000 fans, the video has racked up 23 million views and 270,000 shares in less than two days. On YouTube, where he has almost 10 times as many subscribers (2 million, to be exact), it garnered just 6 million viewers, underscoring Facebook’s emphasis on video.
But what stuck out was Neistat’s Jeep Wrangler. Defying a travel ban placed on the city, the vehicle effortlessly navigated the snow-filled streets leaving many to wonder if it was a native ad for Jeep. After all Jeep positions Wrangler as “the ultimate, all-American, 4×4 freedom machine.” Neistat’s video hit these points perfectly, showing the Jeep effortlessly towing him through Times Square while holding the Red, White and Blue.
— Luigi Calabrese (@LuigiCalabrese) January 24, 2016
— Lamron Wercs (@SCReWNoRMaL) January 24, 2016
Turns out, it wasn’t. Neistat told Digiday that it’s his car and Jeep wasn’t involved in the video.
Jeep hasn’t responded to our requests for comment, but Kate Saxton, a PR director for Jeep in the United Kingdom, has tweeted the story a few times on her Twitter feed indicated that the brand is at least impressed with the Wrangler’s performance.
Can Snap make it as an AR company?
The real question Snap faces is whether adding AR elements to its platform will help it continue growing in the face of competition and uncertainty.
How NFTs could evolve for brands — now that marketers know what they actually are
NFTs are finally growing out of crypto novelty into next-gen loyalty tools. Tyler Moebius, founder and CEO of SmartMedia Technologies, explains where else they can go.
Why digital clutter is driving brands to rethink the value of newspapers advertising
GE, Equinox, Take 5 Oil and agency TBWA New York are among those investing in newspaper ads to generate social media buzz in an ever-more cluttered digital environment.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
The ‘retirement’ of M&M spokescandies raises questions about viral marketing, edgy content
Marketers have mixed feelings and questions about the value of viral, stunt marketing after M&M's "retirement" of its spokescandies.
With TikTok’s growing list of issues, should marketers think twice about the platform?
There is a growing list of issues that TikTok needs to resolve, but marketers seem unfazed and continue to be enthralled by the platform.