The MC Farmer viral took China's video sites by storm.
Soaring to 4 million views and feverish consumer involvement
The social network site was the heart of the campaign
The phenomenon of MC Farmer was rapidly spun into event
Coverage ballooned in both consumer and trade press
Nokia
- Campaign strategy
- Digital strategy
- Viral video / Buzz
- Mobile
- Online partnering
- Media strategy
- Events & PR
“MC Farmer” viral video
Challenge
The brief was to create a way to credibly build dialogue with Nokia’s Nseries multimedia phone users in Mainland China, a young and notoriously fickle crowd to draw.
Solution
Eight devised a social networking platform around branded content: a website where users and guest editors debate what’s cool / what’s not. User involvement was encouraged: uploads of comments, photos, videos, etc. And to launch the effort, a quirky viral video was created and seeded.
Results
The “MC Farmer” viral went on to achieve over 4,000,000 views in the first 4 weeks. 600,000 readers saw the advertorials, 1,500,000 users read about the story online. Global news coverage in consumer and marketing trade press was overwhelmingly positive, all lauding the ground-breaking approach.