I just got finished reading a very interesting article from MarketingProfs. Last year Nationwide Insurance decided to “leak” it’s Super Bowl ad (see video below) prior to the Super Bowl, making the ad available via social networks like youtube, myspace, and others.
According to the article, and Nationwide – the gamble paid off:
“The spotâ€”starring Kevin Federline as a rap star wannabe who works at a fast food jointâ€”garnered 600,000 hits at the company’s Web site, and the majority of these were from first-time visitors. Further, Schreibman notes the unorthodox strategy didn’t prevent the ad from winding up on several “best of” lists.”
Despite the leak the ad continued to receive awards and accolades on and off line long after the super bowl. By using the power of social networks and the viral way in which they spread information they were able to get in front of a much larger audience with this daring move.