2010 was the year of double rainbows and if you aren’t sure what I’m talking about, just watch this simple YouTube video of someone appreciating nature’s beauty. This video caught the attention of online viewers who quickly made it a viral success with nearly 23 million views.
The phrase “double rainbow” took on new meaning as people used it to describe anything they found to be wonderful or amazing – whether genuine or sarcastically (double yellow lines!, double cheeseburger!).
Let’s take a quick journey and see exactly what happened. Prior to July, mentions of double rainbows were very few. Sure, people were filming and uploading their own double rainbow videos, but none of them had the certain ‘je ne sais quoi’ that would elevate them to viral status. Until July that is.
The video was uploaded to YouTube in January 2010, but it was only after being mentioned in a tweet by Jimmy Kimmel in July 2010 that the video generated a massive spike in hits. People delighted in the seemingly over-appreciation of one of nature’s beauties. And though views have declined over time, referencing the ‘double rainbow’ is still quite popular.
The online community was quick to take up the meme and apply its meaning to anything they possibly could. This word cloud shows the brand names that people most often used in association with the phrase “double rainbow” – bigger words more often, smaller words less often. Skittles candy (“Taste the rainbow!”) and Lucky Charms cereal (“pot of gold at the end of the rainbow”) were the obvious lucky recipients of this meme. Other brands were also praised with this type of new gold star, including Ducati, HTC, and Chanel.
If you thought Old Spice was just for your grandfather, the brand is working hard to change your mind with a series of commercials starring @IsaiahMustafa. The commercials have become a viral hit and have expanded into short videos, each one a unique hilarious reply to people’s online tweets, youtube comments, and questions. Questions from real people, and celebrities like The Ellen Show, Alyssa Milano, and Ryan Seacrest, are all getting individual attention.
How are people describing this campaign? The top words include funny, original, hilarious, brilliant, and genius, definitely words I’d like my brand associated with. But on an aggregate level, the campaign has far surpassed any standards of making the grade. Compared to the average brand which generates about 30% positive opinions, the Old Spice campaign is achieving positive opinions in the 40%, 50%, and 60% ranges.
People appreciate the business side of things, including the product launch (66% positive), the creativity (59% positive), and that it’s a new and different approach (57% positive). But, they are also expressing their appreciation for Isaiah, a manly man himself, giving him top marks for his smile (59% positive), his teeth (57% positive) and his sex appeal (54%).
What isn’t so positive? The ever present fear factor associated with sexuality and homophobia, comments which generate 25% negative opinions. Fortunately though, this small minority of people can’t compete with the millions of people who are loving every minute.
Isaiah, keep on smelling like the man our men could smell like.
