There is always an inherent desire for us to elevate our experiences, to magnify it and supersize it. That principle has been used by many businesses in the past. Fastfood chains have, in fact, used this as he basic sales tactic. Order french fries and you are most likely going to be offered to add a dollar more to supersize it. Order a burger and they will offer to add soda and their dessert for a couple of dollars. Adding a dollar or two doesn’t seem to be much but the millions of consumers who bite earn these fast food companies billions.
Bear Naked has decided to use the “supersize” principle in their latest viral video attempt.
One of the ways people supersize experiences is by making things lifesize. It’s always fun when things are bigger. Downtown College Park used giant chess boards to draw crowd and encourage people to check out their school. It worked. National Geographic recreated the flying house in UP via its show How Hard Can It Be?.
Bear Naked decided to create a life size bowling experience by creating a giant balloon where a person can fit inside. They also created giant bowling pins. The person inside the bowling ball can roll the ball forward and knock down the bowling pins. It’s a novelty experience, fun and safe.
Hits and Misses
It’s a kind of thing that a group of crazy friends would want to try on their spring break. It’s easy to think of variations too. You can definitely put that ball on water or chase kids while inside it. You can knock down other things including friends with it. The fact that it is made of some form of plastic makes it safe and the video demonstrated it.
Bear Naked, a chips brand, clearly wanted to associated their brand with youth and fun. That was as clear as day.
However, the stunt itself doesn’t call for the brand’s direct participation in the whole activity. Instead, it became just a bystander. The people in the video were shown sharing a bag of Bear Naked but it was also clear that the video would have worked even without Bear Naked.
Had the creators found a way on how to better integrate the product with the activity or find another stunt that naturally calls for the direct participation of the product, it would have created a stronger branding. One basic thing to consider in creating an online video is how to associate “fun” with the brand identity.