Read on Twitter
how the marketing folks at Ocean Spray ACED the handling of this viral sensation [a thread]:
first, the original video by a dude named Dogg Face went viral on TikTok and quickly made its way to Twitter, Instagram, and Facebook.
@OceanSprayInc said nothing.
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first, the original video by a dude named Dogg Face went viral on TikTok and quickly made its way to Twitter, Instagram, and Facebook.
@OceanSprayInc said nothing.
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immediately, countless spinoffs appeared. some themed, some not. those spinoffs also went viral and spread across platforms. people were having a blast remaking the video in their own way, either for their brand or just for fun.
@OceanSprayInc said nothing.
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@OceanSprayInc said nothing.
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the trend gained so much traction that the song from the clip (Dreams by Fleetwood Mac) returned to the top spot on the iTunes charts 42 YEARS after it was originally released.
@OceanSprayInc said nothing.
3/ https://goodmorningamerica.com/amp/culture/story/fleetwood-macs-dreams-viral-tiktok-man-skateboarding-drinking-73448397
@OceanSprayInc said nothing.
3/ https://goodmorningamerica.com/amp/culture/story/fleetwood-macs-dreams-viral-tiktok-man-skateboarding-drinking-73448397
the legend of Dogg Face continued to grow along with his following...
the cherry on top: Mick Fleetwood himself created a TikTok account just to drop his own version, which obviously also went viral across platforms.
@OceanSprayInc said nothing.
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the cherry on top: Mick Fleetwood himself created a TikTok account just to drop his own version, which obviously also went viral across platforms.
@OceanSprayInc said nothing.
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the dust settled: @OceanSprayInc sent a content team to deliver a new truck and tons of product to Dogg Face. 
the only unknown is whether or not they signed him for an official campaign, but knowing the folks at Ocean Spray, I trust their judgment.
5/ https://twitter.com/DidYouSayDrew/status/1313591984255369217/video/1
the only unknown is whether or not they signed him for an official campaign, but knowing the folks at Ocean Spray, I trust their judgment.
5/ https://twitter.com/DidYouSayDrew/status/1313591984255369217/video/1
takeaway: brands tend to step in too quickly on organic moments like this. it ruins the fun and limits the longevity of the trend.
brands need to embrace viral moments like this by letting them run their course. let the masses have their fun, THEN roll out the rewards.
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brands need to embrace viral moments like this by letting them run their course. let the masses have their fun, THEN roll out the rewards.
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the only drinking and driving that I'll endorse is Dogg Face riding off into the sunset like the king that he is.
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