I wanted to post about the very clever social media activity that Tipp Ex has been up to.
The brand has recently launched the Tipp-Experience Channel on YouTube, and has uploaded a great interactive video called “A hunter shoots a bear”.
In a nutshell, a hunter is about to shoot at a bear, when he decides that the viewer instead can decide the outcome of the story. This is done by Tipp-Exing out the word “shoots” and replacing it with the viewers choice of word, which they type in the blank box left by the Tipp-Ex. Once the word has been typed, a new video loads and plays the desired outcome – it’s rare that a word is not met with a new story ending!
I think this is a great use of social media. Tipp-Ex has created something fun, surprising and experiential for consumers, while clearly linking the activity to the product benefits – something that can be quite difficult to do.
At the point of post, the video already has over 9 million views, which is quite a feat. In my opinion, what really makes this work is that there’s an outcome for almost every word you can enter (they surely must have used fairly extensive consumer research to decipher the top terms that would be used…). This is what gets people talking, spreading the link virally and engaging with the content.
Nice work, Tipp-Ex!
