Mad scientists top poll of online marketing campaigns

Online videos of two self-proclaimed mad scientists conducting explosive ‘Mentos experiments with Diet Coke’ have topped a poll of the most significant online marketing campaigns of last decade.

1099 online voters from across the globe chose their internet favourites from a shortlist of 40, compiled by the viral marketing agency GoViral.

Dove’s 2006 ‘Evolution’ campaign earned second place, for its ability to earn the trust of consumers by showing one woman’s transformation from girl next door to made-up model. And third place went to Blendtec founder Tom Dickinson for his range of videos to illustrate the power of his blender, which earned the slogan ‘Will it blend?’ a firm place in the pages of internet history.

There was also recognition for President Barack Obama, whose “great use of online advertising, social media and mobile” during his race for the presidency allowed him to “connect with millions of young, influential voters in a way that will act as a blueprint for all future political campaigns,” according to GoViral.

The videos that beat the American President to the top slot were made by juggler and lawyer duo Fritz Grobe and Stephen Voltz, also known as Eepybird, who began filming their infamous Mentos and Diet Coke geysers in their backyards in 2006.

Mentos announced a 20 per cent increase in sales for 2007 alone, and estimate that the resultant craze for the experiments, which Eepybird encourage viewers to try for themselves at home, is worth $10 million in free advertising every year. Since first airing, it’s estimated that the videos have attracted over 60 million viewers worldwide.

GoViral have proclaimed these viral videos ‘game changers’ because of the profound effect they have had on the world of online marketing.

The agency’s Chairman, Jimmy Maymann, who nominated several of the short-listed entries said what made the Eepybird experiments so significant was the fact that Mentos and Diet Coke didn’t know the videos existed when they were first aired online. “It proved conclusively that in the internet age, when it’s so easy for people to create content and broadcast it, brands no longer have full control over their marketing,” said Maymann, in a statement. “It also proved that brands who embrace what’s happening around them in social media can go on to achieve incredible results.”

The Top Ten Online Marketing Campaigns: 2000 - 2009

1. 2006: Eepybird.com - Mentos and Diet Coke experiments

http://www.eepybird.com/dcm1.html

2. 2006: Dove – Evolution:

http://www.youtube.com/watch?v=iYhCn0jf46U

3. 2006: Blendtec – Will it blend

http://www.blendtec.com/willitblend/

4. 2007: Diesel – Heidis 15mb of fame

http://www.farfar.se/awards/cannes2007/heidies/

5. 2004: Burger King - Subserviant Chicken

http://www.bk.com/en/us/campaigns/subservient-chicken.html

6. 2008: Obama’s online campaign

http://my.barackobama.com/page/content/ofasplashpresident/

7. 2000: John West – Bear

http://www.youtube.com/watch?v=CVS1UfCfxlU

8. 2009: Tourism Queensland - Best Job in the World

http://www.youtube.com/watch?v=SI-rsong4xs

9. 2008: Burger King - Whopper sacrifice

http://www.youtube.com/watch?v=YI4uzOAtPiE

10. 2008: Cadbury’s - Gorilla

http://www.youtube.com/watch?v=TnzFRV1LwIo





Arts & Entertainment
Ricky Gervais at a screening of 'Muppets Most Wanted' in London last month
tvRicky Gervais on the return of 'Derek' – and why he still ignores his critics
Sport
Gareth Bale dribbled from inside his own half and finished calmly late in the final to hand Real a 2-1 win at the Mestalla in Valencia
sport
Life & Style
Infant child breast-feeding with eyes closed
healthTo stop mummy having any more babies, according to scientists
Arts & Entertainment
James Franco and Chris O'Dowd in Of Mice and Men on Broadway
theatreReview: Of Mice and Men, Longacre Theatre
VIDEO
Have you tried new the Independent Digital Edition iPad app?
News
news
Life & Style
Going down: Google's ambition to build an elevator into space isn't likely to be fulfilled any time soon
techTechnology giant’s scientists say there is no material strong enough for a cable from Earth into orbit
Arts & Entertainment
film
Sport
Vito Mannone fails to keep out Samir Nasri's late strike
sportMan City 2 Sunderland 2: Goalkeeping howler allows Man City to scrap a draw – but Premier League title is Liverpool's to lose
News
David Cameron sings a hymn during the enthronement service of The Most Rev Justin Welby as Archbishop of Canterbury, at Canterbury Cathedral last year
news
Life & Style
From long to Jong: Guy Pewsey gets the North Korean leader's look
fashionThe Independent heads to an Ealing hairdressers to try out the North Korean dictator's trademark do
Extras
indybest10 best smartphones
Arts & Entertainment
tvCreator Vince Gilligan sheds light on alternate endings
Life & Style
Google Doodle celebrates the 63rd anniversary of the Peak District National Park
tech
News
Paul Weller, aka the Modfather, performing at last year’s Isle of Wight Festival in Newport
people
Life & Style
Michael Acton Smith founded Firebox straight out of university before creating Moshi Monsters
techHe started out selling silliness with online retailer Firebox, before launching virtual creatures who took the real world by storm
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition iPad app?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Online Advertising Account Executive , St Pauls , London

£26K-30k + Bonus, Private Medical Insurance, Company Pension: Charter Selectio...

Advertising Account Executive - Online, Central London

£25K-28k + Bonus, Private Medical Insurance, Company Pension: Charter Selectio...

NGO and Community Development in Cambodia

Unpaid: Kaya Responsible Travel: There are many small development projects in ...

Business, Marketing and Tourism Volunteer Projects

Unpaid: Kaya Responsible Travel: As part of an ongoing effort to support local...

Day In a Page

Ricky Gervais: 'People are waiting for me to fail. If you think it's awful, then just don't watch it'

Ricky Gervais: 'People are waiting for me to fail'

As the second series of his divisive sitcom 'Derek' hits screens, the comedian tells James Rampton why he'll never bow to the critics who habitually circle his work
Mad Men series 7, TV review: The suits are still sharp, but Don Draper has lost his edge

Mad Men returns for a final fling

The suits are still sharp, but Don Draper has lost his edge
Google finds a lift into space will never get off the ground as there is no material strong enough for a cable from Earth into orbit

Google finds a lift into space will never get off the ground

Technology giant’s scientists say there is no material strong enough for a cable from Earth into orbit
Westminster is awash with tales of young men being sexually harassed - but it's far from being just a problem in politics

Is sexual harassment a fact of gay life?

Westminster is awash with tales of young men being sexually harassed - but it's far from being just a problem in politics
Moshi Monster creator Michael Acton Smith: The man behind a British success story

Moshi Monster creator Michael Acton Smith

Acton Smith launched a world of virtual creatures who took the real world by storm
Kim Jong-un's haircut: The Independent heads to Ealing to try out the dictator's do

Our journalist tries out Kim Jong-un's haircut

The North Korean embassy in London complained when M&M Hair Academy used Kim Jong-un's image in the window. Curious, Guy Pewsey heads to the hair salon and surrenders to the clippers
A History of the First World War in 100 moments: A forgotten naval victory in which even Nature played a part

A History of the First World War in 100 moments

A forgotten naval victory in which even Nature played a part
Vespa rides on with launch of Primavera: Iconic Italian scooter still revving up millions of sales

Vespa rides on with launch of the Primavera

The Vespa has been a style icon since the 1950s and the release this month of its latest model confirms it has lost little of its lustre
Record Store Day: Independent music shops can offer a tempting alternative to downloads

Record Store Day celebrates independent music shops

This Saturday sees a host of events around the country to champion the sellers of well-grooved wax
Taunton's policy of putting philosophy at heart of its curriculum is one of secrets of its success

Education: Secret of Taunton's success

Taunton School, in Somerset, is one of the country's leading independent schools, says Richard Garner
10 best smartphones

10 best smartphones

With a number of new smartphones on the market, we round up the best around, including some more established models
Mickey Arthur: Aussie tells ECB to stick with Ashley Giles

Mickey Arthur: Aussie tells ECB to stick with Ashley Giles

The former Australia coach on why England must keep to Plan A, about his shock at their collapse Down Under, why he sent players home from India and the agonies of losing his job
Homelessness: Why is the supported lodgings lifeline under threat?

Why is the supported lodgings lifeline under threat?

Zubairi Sentongo swapped poverty in Uganda for homelessness in Britain. But a YMCA scheme connected him with a couple offering warmth and shelter
A History of the First World War in 100 Moments: When the world’s biggest shed took over Regent’s Park

A History of the First World War in 100 Moments

When the world’s biggest shed took over Regent’s Park
The pain of IVF

The pain of IVF

As an Italian woman vows to keep the babies from someone else’s eggs, Julian Baggini ponders how the reality of childbirth is often messier than the natural ideal