????電視廣告都希望能夠產(chǎn)生病毒式傳播效應(yīng)。NBA總決賽第一場比賽中插播的廣告中，百事可樂公司（Pepsi）的新產(chǎn)品百事極（Pepsi Max）或許并不是唯一抱著這種希望的廣告。但卻是唯一的采用了后向營銷模式的品牌。

????與美國橄欖球超級杯大賽（Super Bowl）和奧運會（Olympics）廣告類似，營銷人員希望吸引觀看凱文?杜蘭特和勒布朗?詹姆斯決斗的數(shù)百萬觀眾的目光。（去年，約有1,700萬觀眾觀看了德克?諾維茨基打敗詹姆斯和南部海灘隊員的比賽。）今年，有一位頭發(fā)斑白的退役老隊員“德魯大叔”也加入了這個隊伍。上個月，德魯大叔在YouTube上的一段百事極視頻廣告引起了轟動。在這段時長五分鐘的視頻中，德魯大叔在一場街頭即興籃球比賽中，用與胡子花白、大腹便便的老頭形象完全不相稱的胯下運球和灌籃讓在場的球迷為之傾倒。實際上，德魯大叔是由年輕的籃球明星凱里-歐文喬裝打扮的，他同時也是這則廣告的編劇兼導(dǎo)演。

????5月18日，百事極營銷團隊在沒有任何媒體購買的情況下發(fā)布了該視頻；而就在此之前的幾天里，歐文剛剛以壓倒性的優(yōu)勢獲得了NBA年度最佳新秀（NBA's Rookie of the Year）獎。歐文球技了得，視頻推出的時機恰到好處，因此，《德魯大叔》視頻在YouTube上的點擊次數(shù)已經(jīng)超過900萬次，獲得了98%的好評率。

????這時，百事可樂公司營銷團隊認(rèn)識到，自己手頭已經(jīng)掌握了一支低成本的熱門廣告。隨后，它走出了一步不同尋常的棋——把YouTube上的廣告移植到電視黃金時段播放。雖然在線廣告和病毒式營銷已經(jīng)成為美國橄欖球超級杯大賽廣告的常規(guī)套路，但《德魯大叔》廣告策略投機性更強，成本也更低。

????美國西北大學(xué)凱洛格商學(xué)院（Northwestern University’s Kellogg School of Management）的營銷專家德里克?洛克指出，對于美國橄欖球超級杯大賽的廣告，新品上市等長尾營銷常常比一次性的商業(yè)廣告更勝一籌。廣告攻勢超過賽事本身的周期時，重頭電視廣告產(chǎn)生的回報就會更高。因此，現(xiàn)在的營銷人員都在致力于延長廣告關(guān)聯(lián)性的時間跨度，使用的手段則包括在線預(yù)告片、用戶競賽環(huán)節(jié)和后續(xù)廣告等。

????Pepsi Max might not be the only brand that debuted a television spot during last night's Game 1 of the NBA Finals with hopes that the campaign goes viral. But it is the only one entering the process backwards.

????Much like with the Super Bowl and the Olympics, marketers want to capitalize on the millions who tune in to watch Kevin Durant and LeBron James go head to head. (An average of just over 17 million viewers tuned in last year to watch Dirk Nowitzki down James and his South Beach crew.) Joining them this year will be a grizzled old veteran, "Uncle Drew," who made waves last month in a Pepsi Max video on YouTube. In the five-minute clip, "Uncle Drew" amuses, then mesmerizes, a pick-up basketball game and its fans with crossovers and dunks unbecoming of a white-bearded, paunch-carrying old man, and only possible because the true identity of "Uncle Drew" was a carefully disguised young basketball star, the clip's writer-director Kyrie Irving.

????Pepsi Max's brand team put out the video without any media buys on May 18, just several days after Irving won the NBA's Rookie of the Year award in a landslide. Between Irving's crossovers and that fortuitous timing, "Uncle Drew" has been watched over 9 million time on YouTube, with a 98% positive feedback rate of "likes" to "dislikes."

????The PepsiCo brand (PEP) realized it had a hit on its hands for a low-cost, which has led to an unusual move—the transition of an ad spot from YouTube video to primetime television spot. While the use of online teasers and viral campaigns has become one of the new staples of Super Bowl advertising, the "Uncle Drew" strategy is more speculative and much less expensive.

????With Super Bowl advertising, long-tailed campaigns such as a product launch tend to outperform one-off commercials, according to marketing expert Derek Rucker of Northwestern University's Kellogg School of Management. High profile television spots have a better return when a part of a broader effort that out lives the event itself. Marketers now push to stretch out the time of relevance of their spots, from teasers to user contests and follow-up ads.