Over 12 million channel views, who can argue with that?
At first it seemed a bit random, just an attention-grabbing exercise really. But without seeing any results, I have to say I think it probably worked. The response evoked was one of happiness and laughter, whilst triggering brand recall and talk-ability. Three's 'dance pony dance' has hit all the right notes.
A campaign strengthened even further through an integrated approach. TV ads that pushed to the 'Pony Mixer' hosted in YouTube, Facebook posts and ads to do the same, then completing the circle by playing people's pony ads on TV.
Three found a way to enter and drive the conversations, gaining earned media and spreading its message far and wide.
A great case study campaign.
You can create your own dance pony here.
