Ted Can’t Stand Alone

Ted Can’t Stand Alone

Perhaps one of my favourite campaigns so far this year is Tooheys Extra Dry’s Six Beers of Separation. You couldn’t really call it a social media campaign, but they did the standard, “Let’s put it up on YouTube and MySpace”.

I really really dug this campaign. I almost applied to myself because I thought it was such a great idea, however what really surprised me was the quality of the execution. There’s almost a few hours of content up online, and I loved every second of it.

But the problem is, with the exception of the trailer, the most viewed video on the YouTube channel has just over 1,000 views. It’s not much, and I’m sure the client will not be happy with this result. I’m almost annoyed that such quality content hasn’t gotten the attention it deserves, even with all the print and outdoor ads I’ve seen around Melbourne.

Luckily, this once off broadcast will also be playing on pay television in Australia, which will hopefully satisfy the marketers are Tooheys. But is this is just another example of how social media is unable to stand on its feet by itself? I’d suggest that at least at the moment, social media needs to be integrated with the rest of your strategy if you want traditional type results.

No Comments
  • lauren
    Posted at 14:51h, 14 June Reply

    …."if you want traditional type results."….

  • Zac Martin
    Posted at 14:59h, 14 June Reply

    @ Stan ;]

    Numbers instead of influencers.

  • Leyne
    Posted at 16:42h, 14 June Reply

    6 Beers of Separation star Meaghan Blake's
    band The Kandy Apples launch their debut EP,

    Sat 20th June @ Civic Underground
    (cnr pitt & goulburn st)
    w/Decorated Generals + Yum cha Blues + Nikki Nouveau

    check out

  • Zac Martin
    Posted at 16:50h, 14 June Reply

    @ Leyne

    That is exactly how you don't do social media monitoring and response. Please stop spamming bloggers.

    Kindly go fuck yourself.

  • Tim B
    Posted at 19:48h, 14 June Reply

    Hi Zac,

    I've been following this one with interest too.

    One caveat on the 1000 YouTube views is that the ATL advertising has been pushing viewers to the sixbeers website, where the videos can also be viewed. I'd love to know how that's gone. (Mind you, a quick check of Alexa suggests not very well…)


    Tim – Mumbrella

  • lyndellnm
    Posted at 21:16h, 14 June Reply

    Watched a preview episode on Fox last weekend. Really very watchable – the "characters" are interesting and they are charged with compelling reality-type challenges that not only are uber cool (hello, designing a skateboard for Bam? Even as a 30 something female, I was impressed) but also mean something to them personally. Even so – regardless of how much I like it, unless I go buy some Tooheys Extra Dry – has it worked?

  • Julian Cole
    Posted at 23:45h, 14 June Reply

    Dude, telling the girl to 'go fuck herself'. Have a little respect, would you say that to her face, I dont think so.

  • Zac Martin
    Posted at 00:00h, 15 June Reply

    @ Tim

    Yeah, I think perhaps they should have embed the YouTube videos onto the main site to have it all under one platform?

    @ lyndellnm

    I suppose that is probably the most important measure but for me personally Tooheys has worked itself into a brand I'd consider buying simply because of this campaign.

    @ Julian Cole

    Jules, if me and some mates were sitting around chatting and someone walked up and started promoting something completely irrelevant of course I would tell them to go fuck themselves.

    I'm not sure if you can call her a "her" because it's quite possibly an empty profile and we both know "she" isn't likely to check back here, is she?

    A little respect would have to run two ways and that impersonal approach sees only the same in return on the Internet, especially on my blog.

  • Zoe Scaman
    Posted at 10:25h, 15 June Reply

    I agree that this campaign is great when it comes the effort they have put in with the concept, content and follow through….

    However, i think you're completely correct when it comes to the low volume of views the online content has recieved.

    This is exactly what you don't want to happen if you're an agency as this kind of poor response could be enough to put your client off big projects like this in the future.

    A potential option could have been to run 30 or 60 second mini episodes on FTA (TV) in place of the TVC's they were running to get people interested and involved in the episodes as opposed to just the introductory TVC which was re-played over and over…

    It just shows that for some campaigns you still need TV to drive reach.

  • Daniel Oyston
    Posted at 11:20h, 15 June Reply

    Zac Martin is the only Grumpy Old Man (at the age of 19) that I know! I love it!

  • lauren
    Posted at 22:05h, 15 June Reply

    sta-an!! zac's calling me stan already… make him stop!!!

  • talkingdigital
    Posted at 22:08h, 15 June Reply

    interesting campaign. for me the TVCs are terribly boring and don't compel me to go and view it.

    and i work in the media and have a curiosity around it.

    imagine joe/joanne public … could probably argue they haven't been compelled to view this.

    concept feels interesting (a bit race around the world like in some ways) and generally interesting things should be supported/encouraged … but wonder if it'll pull the same results as tongue and harvested did in terms of sales uplift. (to be honest I'm not sure how either did)

  • Stan Lee
    Posted at 00:43h, 16 June Reply

    Sorry Lauren. It would appear the role of Stan has now been taken over by Mr Julian Cole. Well said Jules.

  • Zac Martin
    Posted at 00:48h, 16 June Reply

    I still maintain that I don't owe what is essentially a robot any kind of respect. :]

  • Leyne
    Posted at 01:12h, 16 June Reply

    6 Beers of Separation star Meaghan Blake's
    band The Kandy Apples launch their debut EP,

    Sat 20th June @ Civic Underground
    (cnr pitt & goulburn st)
    w/Decorated Generals + Yum cha Blues + Nikki Nouveau

    check out

  • Leyne
    Posted at 01:13h, 16 June Reply

    Zac, this is your robot speaking… please respect me.

  • Zac Martin
    Posted at 01:15h, 16 June Reply

    @ Fake Leyne

    Nice try. ;]

  • Leyne
    Posted at 01:18h, 16 June Reply

    P.S Is Stan single? He sounds saucy…

  • Zac Martin
    Posted at 01:32h, 16 June Reply

    Oh I don't know, he can be quite grumpy… so I've heard. =P

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