You could say multinational brands like Coca-Cola have finally got the hang of this viral marketing thing. But more likely they hired hip agencies staffed by the very people they want to appeal to: millennials.
Here’s a look at the 10 best stunts of the year and how they dominated the Internet.
Ellen’s Oscar selfie
Who would have thought the star-studded selfie would become the most retweeted message of all time?
Samsung might have had an inkling – the brand paid a reported $20 million to get the Oscars host to stage the selfie.
The picture, taken by actor Bradley Cooper and featuring Meryl Streep, Jennifer Lawrence, Brad Pitt, and Kevin Spacey, was retweeted more than 2 million times before the ceremony ended; 32.8 million people saw it.
ALS ice bucket challenge
Last summer’s ice bucket challenge was a viral and fundraising hit, raising over $115 million for ALS research.
DHL Is Faster
This marketing stunt had the perfect combination: clueless people, subversive humor, and some wizard technology. Plus, it skewered traditional ads.
To pull it off, DHL taped some packages with thermo-active foil, which turned black in freezing temps. But when they were taken outside by couriers, the foil lightened to reveal the tagline, DHL is faster.
Getting competitors to do your marketing for you: priceless.
Coca-Cola’s ‘invisible’ vending machine
For Valentine’s Day, Coca-Cola created a vending machine, but made it visible only to couples.
The video, which features couples hugging and being amused, pushed the brand’s tagline, Open Happiness.
Reebok’s foot couriers
It may not have been as clever as Purina’s cat cafe, but online shoppers were still impressed with Reebok’s Human Dispatch Service, a team of couriers in New York City.
The one-day campaign, which promoted Reebok’s ZJet sneakers, used social media to full effect. Online shoppers who tweeted @Reebok with the hashtag #ReeboxHDS received a personal delivery of a pair to try on, and could return them if they didn’t fit.