Being Kanye West

by jill ~ July 24, 2008

On my way down to a meeting in Tribeca this morning, I took the 1 train from Times Square to Canal Street and found myself staring at this subway ad for about five minutes - it advertises tablets that will magically turn anyone who uses them into Kanye West.  I knew it was a joke and thought a clever way to drive traffic to the Kanye West website, but it wasn’t until I stood up, walked up to the ad and read in the smallest, lightest letters that this advertisment was paid for by Absolute Vodka.

This is a fascinating example of viral advertising, and obviously I’ve been *completely* out of the loop since it’s been reported on in New York Magazine and several other outlets already.

Is Kanye’s viral ad too viral for its own good?  Probably.  Viral generally works when it’s over-the-top crazy/weird, but ultimately viral will only be effective if it somehow links the product that’s being endorsed with the ad topic.  Think the BK Chicken.  And, no, they weren’t insinuating that you add the tablets to vodka.

However, all I can tell you is that by the end of the train ride, nearly every single person in that car stood up and walked up to the advertisement.  You have to admit that is an impressive reaction.