I Am McLovin!
Even if you missed the gleefully raunchy hit comedy Superbad, you probably remember clips from a NSFW scene that got heavy rotation in trailers and television ads: A high school student played by Christopher Mintz-Plasse obtains a fake Hawaiian driver's license that gives his full name as "McLovin." When he proudly presents the fabricated identification to his friends, they're nonplussed. Teenagers loved McLovin's undaunted optimism—nobody remembers the character's real name—and reveled in his drunken misadventures with a pair of cops who seem to believe the license is legit.
His popularity is no doubt why Norman Lear's voter registration initiative Declare Yourself invited Mintz-Plasse to get back into character for a PSA. The brief video opens as McLovin lies on his bed, unbuttons his shirt and seductively intones, "Hello, America. Welcome to my bedroom. I'm just about to register to vote. Join me." He then rolls over to a laptop computer and does just that. When finished, he turns back to the camera. "Now stick around and you can watch me touch myself." It might sound creepy out of context, but coming from McLovin it's hilarious.
In a post at the What's Next Blog, B.L. Ochman says the video shows "exactly how to use social media for election impact." Declare Yourself hopes this campaign will help reach its goal of registering 2 million new voters by the general 2008 presidential election.
Any Superbad fan will watch this—and very likely take action—just because they like McLovin. Your Marketing Inspiration: Find out what your customers like that much, and you might have a social media bonanza on your hands, too.
1 comment:
Thanks for the post on Declare Yourself!
You are dead on in your assessment of youth marketing and appealing to what strikes them as entertaining. We produced very similar videos with Rachel Harris and Ed Helms which were equally funny, but because Chris Mintz-Plasse (McLovin) has such a strong fanbase, his video became by far out most watched video.
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