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Ray-Ban Catches Viral Bug
May 9th, 2007 by 
Edward Dron
Ray-Ban has recently released a YouTube initiative that has a couple of guys playing catch with a pair of glasses. The cool part is that one of them is catching the Wayfarer glasses with his face. Even though it’s obviously fake, it’s still really interesting to look at.
This video does a great job tackling Ray-Ban’s uncool image. However, even though the video is entertaining to watch, and will most likely go viral, they forgot to do one thing. Nowhere in the video does it say that they are Ray-Bans. As far as I’m concerned, they look like the cheap pair of glasses I picked up at Zellers in the mid 80’s. My guess is that most other people will also have no clue that these are Ray-Bans (unless they read this blog). I’m not saying it should turn into a complete Ray-Ban commercial, but just a little name dropping wouldn’t hurt…especially when the video is this cool.
So is this viral campaign a total lose? Nope. I’m sure Ray-Ban has other marketing initiatives that will incorporate this video; however, it’s definitely a missed opportunity.
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Posted in Viral Examples| 
June 12th, 2007 at 11:37 am
Hi again,
I’ve been reading through your blog here, and there is definitely some interesting stuff!
Regarding this Ray-Ban video, I agree that a little more name-dropping wouldn’t hurt, but did you notice that it reads “Never hide” on the window at the end of the clip? It’s pretty subtle, but it’s obviously the connection to the other components of this campaign.
Best regards,
Kristofer Mencák - GoViral
June 13th, 2007 at 3:34 pm
Hey Kristofer.
I’m glad you found my posts interesting.
I did notice the “never hide” on the car. I just wonder how many people actually know that “never hide” is associate with Ray-Ban. I think that only companies like Nike can afford to just show their slogan.