Evolution of Dance 2 Debuts Monday With ‘Viral Bridge Marketing’

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evolution_of_dance.jpg

Oh no. Here it comes. Another marketing babblespeak acronym. Yes. Are you ready? OK. Viral Bridge Marketing. Yup, VBM, people. What’s it all about? We’re not really sure but it’s described as part of an “innovative deal to monetize the sequel to ‘Evolution of Dance.'”

Comparison shopping site Saveology and self-improvement site PeopleJam have teamed and developed “an approach that allows a viral video and its sponsors to meet consumers at the intersection of their tastes (Evolution of Dance 2) and needs (saving money in a tight economy).”

Eesh, if there’s anything that’ll kill a, hmm, potentially viral viral before it goes viral, it would be this.

The release blathers on endlessly about previewing the video, adding your own image to it, embedding it, emailing it, a sweepstakes and all sorts of other very unviral-like crap.

The best part? You can sign up to be notified when Evolution of Dance 2 is release and…wait for it…”receive specialized savings quotes from Saveology.com, a comparison shopping website that saves consumers time and money and enables one-stop purchase and scheduling of essential services from cable and internet to wireless and insurance.”

Fuck.

Whatever happened to subtly branded work that “goes viral” on its own merit such as Matt Harding’s Where the Hell is Matt videos sponsored by Stride?

And…what new dance steps could Judson Laipply possibly show us that he didn’t already in the original video?

Picture of Steve Hall

Steve Hall

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