NSFW: Tipp-Ex Youtube Take-over Campaign — Learn Social Media

Social Media Campaign Stat Box

: Tipp-Ex Youtube Takeover Campaign

: Products and services

: http://www.youtube.com/user/tippexperience

: Youtube

: Youtube users

: God complex

: September 2010

Tipp-Ex is a correction fluid product that is popular in Europe but fairly unknown in the States. After the decline of the typewriter, the market for white-out fluid has considerably shrunk but it still survives on the margins. To bring the brand to the attention of the American consumer, the company created a very cool advertisement.

What is it about?

Tipp-Ex is the latest in a series of a new style of Youtube campaigns, the Take-over. In a Take-over campaign, the ad is no longer restricted to the video frame but goes further to take over the entire interface. We’ve seen it used by the likes of Samasung and the summer block buster movie the Expendables.

To get the full effect of a take-over campaign, you will have to watch the video on the Youtube website rather than from an embedded video. Try it for yourself.

What would you do with a bear?

In the Tipp-Ex campaign, we see a hunter being attacked by a bear and then he pauses and directs his attention to his viewer informing him that he doesn’t want to shoot the bear and giving the viewer a choice for what he should do next. Using Tipp-Ex, he erases the word shoot from the video and asks the user to write anything that he wants to help him complete his story.

It is hilarious the range of things that the hunter can do with the bear, randing from singing, dancing, and drinking even all the way to fornicating -which is censored for your own good- in total there seems to be over 50 different videos that can be seen based on what you write.  This versatility and range is what really made the campaign a huge hit with the internet bringing the Tipp-Ex brand back from the graveyard.

Bestiality is in nowadays?

The Buzz In Numbers

The tippexperience channel has already racked up more than 11 million views in the past couple of weeks that it has been out and created quite a buzz on blogs and micro-blogs. Also, according to Brand Monitoring, more than half of the campaign mentions have occurred on micro-blogging sites which were instrumental and making this campaign go viral.

Mentions of the brand

Why did it do what it did?

The campaign has been a huge hit and generated a lot of buzz about the brand but there were some vital execution errors in it.

  • Social media is about creating conversations. While the ads generated a buzz, they didn’t participate in the conversation; no where do you see the company making its pitch to you or helping you know more about the brand.
  • Be Social. Before you get into social media marketing, it is a good idea to have a social media presence. Neither Tipp-Ex or its owner BIC group have any recognizable social media presence on either Twitter or Facebook.
  • Relinquish Control. By empowering the user to control the fate of this ad, it fed the viewer ego and made him hooked on trying several scenarios for how to end the advert. This game made the campaign a lot more engaging than your average fancy Youtube video campaign.

Have you seen the video? What was the first thing that you wrote in the blank? Have you heard of Tipp-Ex before? Share your thoughts with us in the comment section below.


Here is the original video. You need to choose ‘to shoot the bear’ or ‘not to’:

: 4/5
: 5/5
: 4/5
: No
: 3/5

Comments and Reactions

  • http://blog.thoughtpick.com Amer Kawar

    Awesome! Try typing 'feeds', 'pisses' or 'dances' :D

  • http://blog.thoughtpick.com/ Beiruta

    Funny ad! Loved the idea, analysis and lessons learned :) Thanks for the review!

  • http://profiles.yahoo.com/u/ZIZ7E5LYEAPQMIPJJLWW2PKB6E wecan changetheworld

    I think the 50 different possible videos is probably not true. I saw the claim made, but no effort was made to explain the figure or cite a source for it. Neither my blog nor wikipedia (late) entry managed to get a count of more than 39 different videos. Which is still a lot, of course. Thanks for the link. Wecanchangetheworld

  • http://letsgosocial.nl/2010/12/online-video-summit-live-updates-op-letsgosocial-ovs10/ Letsgosocial.nl » Blog Archive » Online video summit: maak video meer social!

    [...] Vijverberg toonde vooral voorbeelden van goede interactieve advertising, zoals deze van Tipp-Ex waarbij Twitter en microblogs meer dan de helft van de views veroorzaakten. Hoezo viral? De nieuwe consument is volgens Vijverberg een multi screen mad man. Dat betekent dat [...]

  • http://blog.thoughtpick.com/2011/01/choose-a-different-ending-campaign-will-you-take-the-knife.html Choose a Different Ending Campaign — Will you take the knife?

    [...] the protagonist. This was one of the first usage of interactivity on Youtube for a campaign which was used by many other campaigns with great [...]

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