Ultimate Viral Marketing: HeadOn, Apply Directly to the Forehead
Posted by junger - 10/10/06 at 06:10:48 pmViral marketing is huge. It's re-defining how products are presented to a qualified audience, using word-of-mouth campaigns and relying on consumers for promotion.
But so many viral marketing efforts seem to happen online — except for easily the most annoying marketing campaign ever: HeadOn.
If you haven't seen a HeadOn commercial or heard someone talk about it, I'm totally shocked. Honestly.
The short story: the commercial (click here for YouTube video) shows a person rubbing what looks like a glue stick on her forehead, with the phrase "HeadOn, apply directly to the forehead" repeated over and over.
The commercial was apparently the product of a focus group, where the repetition obviously worked.
The commercial is annoying. People talk about it and complain about it. And HeadOn loves it.
YouTube even has a bunch of HeadOn parody commercials, from green-screen outtakes to applying other things to the forehead.
The commercial is engrained — or applied — in your head. So what does the company do when you least expect it?
And all of us who have complained are getting a laugh.
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