Leonie Bulman's recent articles
Facebook fans love Mercedes-Benz’s new “Catch” viral, but YouTube response is more mixed
Social media response to Mercedes-Benz's new "Catch" viral shows that established fan communities are likely to respond more positively than the general online audience. This example also highlights a gap in content expectations for users on different platforms.
Mercedes-Benz is the latest brand to use sporting celebrities to win over social media users, with a new viral released a week ago on both their Facebook page and their YouTube account. It features pro-golfer Jake Shepherd throwing a golf ball which is then caught by Formula 1 drive David Coulthard in a Mercedes SLS. The video has garnered over 1.5 million views on YouTube and was covered by CNN Live.
- Facebook users find the video stunt "cool": Fans of the Mercedes-Benz UK Facebook page praise the viral for being "well-done" and comment on the "amazing" and "hot" SLS model. This shows that the viral resonated well with Mercedes-Benz' Facebook community
- In contrast, the viral is less well-received on YouTube: Whilst the majority of YouTube users are positive, saying they "love" Mercedes and find the viral "fun", 29% criticise it for being "dumb" and "pointless". This reveals that YouTube users, who may not be fans of the Mercedes-Benz brand, expect different things from the video content they watch
- YouTube users praise the Mercedes brand and SLS model: Criticism of the stunt video does not impact badly on the Mercedes brand or on perceptions of the SLS model, as YouTube users still find the SLS "beautiful"
- The viral gets a mixed response from YouTube users: Although the viral receives a majority of positive comments, a third are negative, revealing a discrepancy with the response from YouTube fans. This suggests that YouTube users are more interested in content which they find entertaining whether it is brand-related or not, whilst Facebook fans like seeing content from their favourite brands