Gold Bond Launches Viral Campaign For X-One Mug
The model for the campaign is Flat Stanley, the 1964 children’s book that developed into one of the first viral campaigns. The character in the book is hit by a bulletin board and rendered flat, making him capable of sliding under doors and visiting friends by fitting into an envelope. The book began a letter writing campaign by schoolchildren which continues today.
“Like the character in the book, X-One has a personality and loves to travel which makes him uniquely viable for a campaign like this one,” according to Mark Godsey, President, Gold Bond. Godsey admits to being a bit skeptical when the campaign was first presented. “As it turns out, the campaign is a great fit for this particular mug because of its unique styling that makes it especially appealing to young adults.” Godsey points to the campaign’s spread among college students and young professionals who have helped shape his persona by selecting his destinations and captions.
“Distributors have taken to this more quickly than we imagined,” said Godsey. He pointed to the photo taken at a Shriner Convention in which Shriners were all holding a mug. Or, photos of the mug with a passport making his way through the airport, do doubt. “We can’t wait to see the photos that come from that trip,” chuckled Godsey.
What’s on the horizon for X-One? New locations, new photos and new adventures. Sherrill alluded to a sinister plot against X-One Mug by “plant manager John”. Could trouble be brewing for X-One? Fans will have to stay tuned to find out. Why, they may find distributors participating in X-One sightings or his escape from danger. “The best part of this campaign is that distributors and their customers will develop what happens through their participation,” said Sherrill.
“The end result will be a top-of-mind awareness that benefits our distributors,” according to Sherrill. She pointed out that when people talk about the mug’s great shape, how fun it is, and how much they like it, they are giving the new product a credibility that cannot be bought. “This fun campaign just makes our distributors’ job easier,” Sherrill concluded.