For anyone who hasn’t seen it yet, the #DancePonyDance advert from Three Mobile is absolutely amazing. Combining the upbeat melody of Fleetwood Mac’s ‘Everywhere’ with a moonwalking pony – who has a grin as wide as the moon – is just comedy gold!
The video, which has since gone viral and notched up more than two million views in a matter of days, was showcased on Friday night in the Corrie ad break and was promoted across Twitter by the mobile operator. So far Three’s ‘debut’ tweet has gained more than 1,200 RTs and 380+ favourites.
The whole campaign celebrates the nation’s love of sharing funny, quirky and categorically ‘silly stuff’ we share on the internet and across social media. To complement the video and to encourage the general public to get involved and inspire in the act of sharing even further, Three is hosting a web-based ‘Pony Mixer’ where we can customise our very own moonwalking pony, Socks.
So far all I have seen is praise for this advert – it’s a huge mood lifter and definitely associates positive emotion with the brand. I think it’s succeeded in its goal of promoting ‘silly stuff’, as its target market (I’m assuming) of teens and young professionals are talking about the brand and tweeting about/posting this video on Facebook. It’s also sparked discussion on marketing sites and even gained national coverage in the likes of The Express.
A simple, yet loveable video like this just goes to show that clever advertising can create news and will make headlines. The widespread support for the video will also make it easier for the company to promote their campaign via other methods such as traditional PR, publicity stunts and social media, now that Socks has turned into the celeb pony!