Nothing puts the fickle, unpredictable and compelling nature of public opinion into perspective quite like the online celebrity phenomenon. Together we scour YouTube and pluck people from obscurity, elevating them to a state of international fame that is both instant and ephemeral. From the cute and the quirky to the talented and the straight-up freakish, the public loves online celebrities.
Now Samsung hopes to leverage the power of this phenomenon by recruiting one Laina. She’s famous for her “Overly Attached Girlfriend” videos–you know, the ones where she and her wacky eyes convey an unsettling but hilarious message to an undisclosed boyfriend. The videos have accumulated 13 million views to date, so something about her gag clearly connects with the public.
Online celebrities are, of course, a little different than your traditional stars. They were just like us mere moments ago– regular people sitting in their regular bedrooms beside their regular closets. The thought can be a little inspiring.
We say Samsung made a wise move by hiring Laina to sell its SSD840 drive, thereby demonstrating its sense of humor and its awareness of the fact that memes=marketing gold. Remember that McKayla Maroney had a meme–and she was a world-class athlete who won a gold medal at the summer Olympics.
Laina is just another one of your friend’s funny sisters.
- 10 Biggest and 5 Most Surprising Brands 'Friended' by Millennials
- Uber's Crisis Comms Strategy: Automated Email Responses
- The FTC Will Take 'False Advertising' for $18 Million, Alex
- The Value of a Press Release Is (Apparently) Five Dollars