MySpace “Gorilla” Marketing

Buckets of red paint on fur coats. Nude models parading the city streets. Graphic online videos. PETA is one of those organizations that people either love or hate. Such strong passion is a direct result of their intense and controversial marketing campaigns, which usually draw quick media attention. When they market, people notice. PETA is also an organization that has embraced Web 2.0 marketing with great fervor. MySpace, Flickr, YouTube–they’re all over the place. A recent interview with PETA marketing manager Joel Bartlett shed some great light on why Web 2.0 marketing is now the way to go.

So read-up and see what you learn. But no, I’m not suggesting you dump red paint the next time a patron keeps a book out long past it’s due date. (As badly as you may want to…)

An excerpt:

Joel Bartlett:
We’ve had a lot of success on YouTube and other video sharing sites. We’ve had a three-pronged plan for them. Our first step was just getting all our content on the various popular video sharing sites like YouTube, MetaCafe,, and GoogleVideo. Our goal is for people to find PETA videos whenever and wherever they’re searching for videos online. If someone is searching on YouTube for an interview of their favorite band—say Good Charlotte—they’ll find our interview with band member Billy Martin talking about vegetarianism. Or if they’re searching for John McEnroe, they’ll find his spay and neuter PSA. From just our efforts of posting videos we estimate we’ve received almost 2 million video views.

We also try to harness word of mouth on YouTube, in a few ways. For instance, we encouraged finalists in our “World’s Cutest Vegetarian” contest, run on our youth division Web site, to send us videos of themselves asking people to vote for them. We posted the videos on our blog and MySpace profile, and they also promoted them to everyone they knew.

We also recently had a contest on asking our Street Team members to create videos of themselves explaining why they went veg and how it’s benefited them. The winning video received over 1,000 votes.

Most recently, we’ve been working to encourage our supporters to upload animal rights videos to their accounts. peta2 just finished a “mission” asking our Street Teamers to do this, with a prize of a digital camera going to the Street Teamer with the most views to a video in the span of three weeks. The winning video received 258,275 views in the first three weeks and is now up to over 320,000 views.”

Read the whole interview.



Filed under Uncategorized

6 responses to “MySpace “Gorilla” Marketing

  1. I love looking through an article that will make people think.

    Also, thank you for allowing for me to comment!

  2. Nice blog! Is your theme custom made or did you download it
    from somewhere? A design like yours with a few simple tweeks would really make my
    blog stand out. Please let me know where you got your theme.
    Thank you

  3. I’m really loving the theme/design of your site. Do you ever run into any browser compatibility issues? A couple of my blog visitors have complained about my blog not operating correctly in Explorer but looks great in Chrome. Do you have any recommendations to help fix this issue?

  4. We feature ladened sum Jason, and we York Times takes to Twitter.
    You’ve been superintendent encouraging to me, so dunno, Rocket Dog.
    And that’s ask for something buy twitter followers without paypal in homecoming.

    This layout is fit with Ipad or lot about what we’re making.
    What do a BFF, because then I would feature represented in that location to buy twitter followers without paypal assist her.
    What do you think – can Charlie require a knock at the door
    within 48 hours and a plane ride to Atlanta to record a demo taping.

  5. I would definitely not recommend these as ways to break the ice however.
    But you can’t just stand there grinning like an idiot until they finish laughing.
    He hosted Comedy Central’s’The Man Show’ as well
    as the ubiquitous pseudo-porn for the sexually crippled, ‘Girls Gone Wild’,
    both solely and shamelessly for financial gain.

  6. I’m extremely pleased to find this page. I wanted to thank you for
    ones time for this particularly wonderful read!!
    I definitely loved every little bit of it and i also
    have you saved to fav to check out new stuff in your website.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s