#danceponydance – Social Media Influences Ad Campaign

Advertising agencies are now embracing social media to the full. Nowadays it is rare to see an ad without the familiar ‘hashtag’ (#) symbol in the corner, inviting viewers to discuss what they have seen on Twitter.

The latest viral ad to take the world by storm is Three’s #DancePonyDance, featuring Socks, the moon-walking Shetland pony. Created by Wieden and Kennedy, the ad sees Socks shimmying across the Scottish Highlands to Fleetwood Mac’s ‘Everywhere’. Watch the ad below:

As a brand, Three are trying to put more emphasis on their Ultrafast network and as a result are encouraging people to share the things that they enjoy via networking websites:

Three want to let the world know that all the seemingly stupid, funny and downright daft stuff we look at online on a daily basis…is not silly at all. Their point of view is that this stuff connects us to one another through the simple act of sharing it. Which is why as a network they do everything they can to help you live up to their brand line ‘Keep on internetting’. The commercial ends with the line ‘Silly stuff. It matters’.

[Source: Wieden and Kennedy London]

The brand have even started a “Sharing Stuff” section on their website where they discuss the top online sharing habits of the week:

[Source: three.co.uk]

[Source: three.co.uk]

As well as encouraging viewers to discuss, and share, the ad campaign using the #DancePonyDance hashtag, a web-hosted app was also released to further inspire online sharing.

The remixing tool, The Pony Mixer, allows people to make their own customisations of the ad by adding different backgrounds and props as well as changing the music genre. Once the user has remixed the viral, it can be shared online again via social media. Some of these user-generated ads are now being televised alongside the creator’s twitter name. The @ThreeUK twitter feed even has a promoted post sending tweeters to The Pony Mixer, making it unavoidable to connect with the brand.

The ad has been so popular that numerous celebrities have now mentioned how much they love Socks and the first @ThreeUK tweet linking to the ad has now been retweeted 1,277 times. A parody account for Socks has also been created on twitter, @ponydanceparody.

Perhaps the biggest sign that the public are influenced by ads, and social media trends, is the fact that Fleetwood Mac’s ‘Everywhere’, the soundtrack of the ad, has now re-entered the UK charts. It will be interesting to see if the new songs featured on The Pony Mixer will follow suit.

Socks the moonwalking Shetland. [Source: Creative Review]

Socks the moonwalking Shetland. [Source: Creative Review]

The ad has undoubtedly been a success for Three. Viewers are now linking their emotions towards the advert with the brand itself and the majority of tweets on the #DancePonyDance hashtag are positive.

However, there has of course been a surge of jokes relating to the recent horse meat scandal and now there is an unfortunate report of yobs forcing a Shetland pony to moonwalk off of a cliff. So it remains to be seen how long responses to the ad itself will remain positive.

Until then, I’m off to remix my own #danceponydance ad…

What are your thoughts on the ad? Love it or loathe it? Does it make you think of Three differently?

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