07.13.07
Viral Marketing by a pain medication? Well anything’s possible…
Who do you think of when you hear Aleve? I’m guessing it would be more along the lines of an arthritic retiree rather than a hip thirty-something who plays pick-up after work.
That’s why Bayer has launched a new marketing initiative directed towards the 25-49 age range. They have created an online scavenger hunt for Aleve Liquid Gels that leads you through wikis, blogs, and video clues. The concept centers on Al and Eve, a scientist, and investigative reporter, respectively. They have teamed up to fight against a group named P.A.I.N. (People Against Internet Networking) who have stopped the liquid flow of information. And of course they need your help. The company hopes that their audience will think this game is so cool that they will forward it to their friends, hence the name viral marketing.
I don’t know how successful it will be however, the comments on the blogs are clearly fake, as you cannot reply to them. Also, the design of the sites are sub-par, and not very “cool.” My prediction is the target audience won’t be fooled. Oh well, you be the judge. Aleviator.com
kingkool68 said,
July 13, 2007 at 11:22 am
Ugghhh…. trying to tie in net neutrality and viral marketing to spread the word about a painkiller? The people 25-49 are all about Tylenol. Aleve can just keep to themselves, thanks!
Pretty 1999 website too!