Social Media And Parodies Drive Success Of Nike’s Tiger Woods Commercial

Nike’s new Tiger Woods commercial, ‘Tiger and Earl’, is topping the YouTube charts this week. The YouTube clip has racked up more than 2.7 million views in less than a week, and spawned more than 100 parodies, reposts, mashups, and spinoffs, which have grossed even more views than the original video. Of course, the disturbing and ghostly nature of the commercial, with Tiger’s father Earl speaking from beyond the grave, have contributed to the viral nature of this clip. However, social media also played a massive role in ‘Tiger and Earl’ going viral.

Social media has been one of the biggest driving factors in the virality of Nike’s clip. Shortly after the video was uploaded to YouTube it began getting massive coverage on Facebook, Twitter and in the blogosphere. Trendrr released data showing the trends in Twitter posts resulting from the video. Their data shows that only about 8,000 tweets mentioned Nike the day before the video was posted, while this number jumped to 24,846 on the day after the video came out. Tweets about Tiger also saw a massive jump on the day the commercial was posted.

The video received increased promotion as YouTube users created and uploaded their own parodies of the commercial, initiated by a Jimmy Kimmel parody. Popular YouTube versions include a Lion King Edition and a David After Dentist edition, with the voiceovers swapped out for more amusing tracks. There have been over 100 derivative videos uploaded with new audio tracks and, according to Visible Measures statistics, these parodies have surpassed the original clip itself in popularity, with a total of over 7.1 million views and over 15,000 comments.

Matt Florentino of Visible Measures brings up an interesting question. He asks, “Could Nike have known that no matter what kind of ad they developed it would be relentlessly parodied?” Janko Roettgers of NewTeeVee responds with, “Give people something that’s easy to remix, and they’re more than happy to take you up on it.” As YouTube users parodied the Nike clip, they spawned an even larger success for the original within a matter of days. Do you think the Tiger Woods Nike Commercial will start a new trend? Will easily parodied videos become the next big thing in viral video production?

Publish date: April 13, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT