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#FilmFriday: Are These Viral Videos Really Working?

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Over the past few years, many brands have created funny (if not hilarious) videos in an attempt to produce a viral hit that will be shared with millions across the Internet. From Kmart to Old Spice, the content keeps coming, but we have to pose the question: Do any of these videos really make an impact beyond entertainment?

Sure, the brands that do engage in this type of stunt do get a considerable amount of online impressions, but are they memorable enough to boost sales? Chances are, video concepts are remembered, but if not tied tightly to the brand messaging, the producer of the content is quickly forgotten.

Check out Kmart’s “Ship My Pants” video below.

Does this make you want to buy from Kmart? Will you remember that it was Kmart who made this video months from now, or could it easily be mistaken for Target, Walmart, or some other big box retailer? Let us know your thoughts in the comments below.

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