Is Chuck Norris the “Most Interesting Man in the World”?
A great example of a relatively unknown brand taking advantage of an internet viral legend…
You may or may not be aware of an internet phenomenon going on known as Chuck Norris Facts. In 2005, outlandish and incredible statements were being quoted as Facts about Chuck Norris. Things really took off when a quote generator appeared in the wildly popular game World of Warcraft, an online game that boasts 10 million active users at the start of 2008. The next step has been taken with a quote generator on Facebook.
They are very funny and deal with how strong, fast and manly Chuck is. For example – “There is no chin under Chuck Norris’s beard, only another fist” or “Chuck Norris’s tears cure cancer, ironically, he never cries”…there are hundreds more.
I’m sure most of you have seen the new campaign launched by Dos Equis Beer. Entitled “The Most Interesting man in the World”, the multi-media campaign (TV, Radio, Online) has made their spokesperson superhuman and above most other people.
He can do things like post a letter without a stamp, but it will still get there. The police often question him, just to hear his voice.
What we see here is a creative execution based on something that began on the web. The concept of humour is nothing new to the beer category but this is a fresh take on it. The fact that they have taken something that was basically created on the web and applied it to a brand, speaks volumes to the power of word of mouth and the internet as a tool to reach your target.