Shareable Video Cisco Wireless Router Release

Challenge

Create buzz around a next-generation wireless router about to launch. The campaign must influence often skeptical, highly discerning techie thought leaders, and lead them and others back to the manufacturer's website for more info.

Result

An endearing spokesman struggles to get the long product name right, and leads viewers to a more serious video on the manufacturer's site. An immediate success, the video appeared on the front page of Technorati and Gizmodo technology blogs within hours of posting on YouTube, generating 20,000 prime demographic views that first afternoon, and generating instant traffic to the product website.