One of the latest YouTube viral videos comes from Evian with the Evian rollerbabies dancing old school style in the park to Rappers Delight by Dan The Automator. It was an instant hit in our home – with our 3 children, who watched it for what felt like a million times and joined in with their own moves!

So Evian are onto a winner with this one. With the main video raking in over 5 million views to date on their YouTube Channel. With ‘the making of’ and the other related Evian baby videos also gaining a huge number of views. Responses to the video are mixed, but a passionate response is what good marketing is all about and getting people talking just brings more visibility. There is even a baby moon walk video which couldn’t be more topical!

By launching their own YouTube channel and literally thinking outside of the box, Evian are certainly leveraging their advertising budget and gaining a huge worldwide viewership. With many people choosing not to watch adverts on TV, fast forwarding live TV with services like TIVO and the uptake of DVR’s the adverts are still seen by the non-advert TV watching public.

As human beings we enjoy being part of a shared experience. As the old saying goes “Birds of a feather flock together”. These days the television viewer can now share their favourite videos online with their friends. Becoming a willing, unpaid messenger for the advertiser without necessarily endorsing the brand, causing a viral tidal wave of new viewers.

Often the best TV adverts are edited soon after their release to fit into a shorter time slot, due to high costs of air time. This usually takes away from the initial emotional connection that was originally created with the full length advert and why people originally fell in love with it. With online video there is not this issue as the video can live on in it’s original form and keep benefiting from that shared emotional connection.

Evian have brilliantly combined cute babies for the “awww” factor and good old-fashioned product placement. Beautifully creating happy feelings towards their brand – don’t be surprised if you pick up a bottle of Evian next time you are in need of some H20 with a broad smile on your face.

Anyway, here is the video – enjoy!