When a group of executives from comedy sites get together on a panel, you can bet they’re going to talk about all the ways that brands can sponsor funny content.
Case in point: this Funny or Die 80s movie spoof, sponsored by Pantene:
“Mocketing” – a strategy in which brands poke fun at themselves while simultaneously communicating an advertising message — can be effective in certain rare cases.
But the bull’s eye is very small on this, and ultimately (as with any marketing initiative) the decision making power should stay with the brand.
If some clever soul has you mulling creative that uses mocketing as a tactic, ask yourself these questions first.
+ What’s the brief? Why does something cheeky work better than a straightforward message?
+ Who’s the target? Am I trying to reach cynical groups of buyers (young men for example) who might respond best to an ironic approach?
+ Is it funny (be honest with yourself)?
+ Where’s my value proposition? Everybody loves funny jokes. But does this concept meet the high burden of proof of A) being funny while simultaneously B) communicating why my product is great?
Quick postscript to the above: sometimes brands don’t get to choose to participate in mocketing campaigns, as in the case of Hot Pockets and comedian Jim Gaffigan.
Gaffigan’s merciless riffs about Hot Pockets became such a phenomenon that the company adopted an if-you-can’t-beat-em-join-em strategy, and sent costumed performers to each of Gaffigan’s shows to pass out Hot Pockets to the crowds.
Painful, yes — but effective.
