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





Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

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

iJobs Job Widget
iJobs Media

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Day In a Page

Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

Is this the future of flying?

Battery-powered planes made of plastic, and without flight decks
Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

Isis are barbarians

but the Caliphate is an ancient Muslim ideal
The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

Curse of Brink's Mat strikes again

Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

'The ministers talk to us about miracles'

Why Greeks are cynical ahead of the bailout referendum
Call of the wild: How science is learning to decode the way animals communicate

Call of the wild

How science is learning to decode the way animals communicate
Greece debt crisis: What happened to democracy when it’s a case of 'Vote Yes or else'?

'The economic collapse has happened. What is at risk now is democracy...'

If it doesn’t work in Europe, how is it supposed to work in India or the Middle East, asks Robert Fisk
The science of swearing: What lies behind the use of four-letter words?

The science of swearing

What lies behind the use of four-letter words?
The Real Stories of Migrant Britain: Clive fled from Zimbabwe - now it won't have him back

The Real Stories of Migrant Britain

Clive fled from Zimbabwe - now it won’t have him back
Africa on the menu: Three foodie friends want to popularise dishes from the continent

Africa on the menu

Three foodie friends want to popularise dishes from the hot new continent
Donna Karan is stepping down after 30 years - so who will fill the DKNY creator's boots?

Who will fill Donna Karan's boots?

The designer is stepping down as Chief Designer of DKNY after 30 years. Alexander Fury looks back at the career of 'America's Chanel'
10 best statement lightbulbs

10 best statement lightbulbs

Dare to bare with some out-of-the-ordinary illumination
Wimbledon 2015: Heather Watson - 'I had Serena's poster on my wall – now I'm playing her'

Heather Watson: 'I had Serena's poster on my wall – now I'm playing her'

Briton pumped up for dream meeting with world No 1
Wimbledon 2015: Nick Bollettieri - It's time for big John Isner to produce the goods to go with his thumping serve

Nick Bollettieri's Wimbledon Files

It's time for big John Isner to produce the goods to go with his thumping serve
Dustin Brown: Who is the tennis player who knocked Rafael Nadal out of Wimbeldon 2015?

Dustin Brown

Who is the German player that knocked Nadal out of Wimbeldon 2015?
Ashes 2015: Damien Martyn - 'England are fired up again, just like in 2005...'

Damien Martyn: 'England are fired up again, just like in 2005...'

Australian veteran of that Ashes series, believes the hosts' may become unstoppable if they win the first Test