When Shareworthy Brand Content Isn’t Video

I clicked on a link a friend posted on Facebook and found this rather hilarious screed. Titled “Dear Guy Who Made My Burrito” it recounts the author’s experience after he apparently had the horrific misfortune of purchasing a grossly ill-constructed burrito. He went on (and on) at great humorous length, about the screaming incompetence of the burrito maker.Dennis Ryan, Olson, Advertising

It reads with all the rich, wonderful bile of a Louis CK set piece.

And it’s an ad. After 639 words, it closes with this:

Did you like this post? I made something else I think you’ll like more. This has been a commercial.

This piece of sharable content is designed to get the right kind of people–people who like comedy and don’t fear an F-bomb or two–a card game called “Superfight” from the same twisted minds that brought us “Cards Against Humanity.”

This was originally posted on Medium–the wonderful writing site started by Ev Williams, one of the original creators of Blogger. Medium doesn’t publish click counts but given this post’s ubiquity across Facebook and Twitter, it seems to be reaching its audience. Given the way we share things socially (and those pesky F-bombs), it is almost guaranteed to reach only the right audience.  And in the off-chance it wanders past those parameters, he closes with this: “Also, it is meant to be a work of humor. If you take from this that a human being really got as angry about a burrito as the post suggests, please never introduce me to the human beings you know.” Brilliant.

So with a grand investment of exceptional wit, creative sweat and zero dollars, these entrepreneurs have launched their niche-targeted new product with shared content and crowd-sourced media targeting.

It’s a brave new world. And at times, pretty hysterical.


By Dennis Ryan, CCO, Olson

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