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Consumer reactions to TNT’s hugely viral “dramatic surprise” video demonstrate the effectiveness of unique, entertaining content
As well as generating millions of views, TNT’s wildly popular viral video shows how an ad attracting so much attention can drive a positive association with the brand. The video demonstrates the effectiveness of unique and original content: consumers discussing it are highly conscious it is a piece of marketing, but this does not deter their praise.
With over 24 million views at the time of writing (a number that is more than twice the population of Belgium, where the video is set), TNT’s “A Dramatic Surprise on a Quiet Street” video is certainly a viral success. The ad shows unsuspecting bystanders amazed by the series of increasingly dramatic events that unfold when one of them pushes a large red button, and has been ranked as the second-most shared ad of all time.
The ad has clearly been highly successful at driving exposure for the brand. In addition to this, WaveMetrix analysed the nature of discussion around the video, to investigate in more detail how exactly the video affected consumers’ perceptions of TNT.
Our analysis reveals that discussion is predominantly focused on how effective the ad is, with a great deal of comments praising the video as “great advertising” and saying they “wish more ads were like this.” In an age when consumers tend to be highly conscious of advertising and marketing, TNT’s viral video shows how something that is perceived as so engaging and entertaining in its own right can drive even those who might normally cringe away from watching ads to consider the brand clever and unique.
Consumers discuss the effectiveness of the video as an ad more than anything else:
- Consumers praise the video for being a “brilliant ad”: When praising the video, they discuss it as a commercial, frequently saying it is the “best advert” they “have seen” and that they “wish more ads were like this” – many also praising it as a “brilliant viral.” Those commenting congratulate the creators on a “great job,” and “applaud” the “creativity” and “genius” of the video
- Others praise specific aspects of the ad they like: They say “loved” the “expressions” and “reactions” of passersby and many say they thought the “woman on the bike” was the “best part”
- The “awesome” number of views the video has generated is also discussed: However, only a small proportion of those commenting on the video discuss the TNT channel itself, a few saying they “want to watch” because of the ad
The ad drives consumers to perceive TNT as a unique, clever brand:
- More than anything, the “originality” of the video drives positive brand associations for TNT: Praise for the “clever” and “unique” nature of the video reflects well on the channel, some saying TNT have left them “speechless” and that they wish “more marketing was like this”
- The video also drives people to associate TNT with an idea of drama, fun and excitement: The video “made them laugh” and they call it “epic” and “certainly very dramatic.” Though TNT itself is not much discussed, the channel is praised for “making such an amazing video,” suggesting these positive brand attributes become tied to the brand after consumers watch