Viral marketing case study: Tipp- Ex 'A Hunter Shoots a Bear' gets 26m views

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Initially launched in 2010, this ad for European correction fluid Tipp-Ex continued its success into the new year. To coincide with the back-to-school period, Tipp-ex, promoted its whiteout Pocket Mouse. The ad features two obnoxious hunters confronted by a bear, and lets the viewer choose their own ending by typing a verb into the ‘tipp-exed area’. The video has so far racked up over 26 million views, with the average number of verbs tipped in by user coming in at 15.

YouTube case study

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Brand: Tipp-Ex | Media: Video | Country: Global | Sector: FMCG, Stationary | Agency: Buzzman | Format: YouTube

Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and for the first time ever on Youtube, invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there's a video response. The campaign is signed : « White and Rewrite » .

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