Are Webisodes Just for B2C? Who Hired Bob?

Kraft has an interesting new microsite that follows the life of Bob at his workplace and his quest to replace the existing coffee machine with a Kraft Tassimo. Bob is one of those crazy co-workers that has a few screws loose. In fact, you could probably open a Home Depot with the trail of hardware he leaves. However, as someone that has seen like 20 different coffee machines at work over a span of three years that all produce putrid coffee that makes me run to the local Tim Horton's (Dunkin Donuts for the Southern Folk and I go for Starbucks when I'm working around the clock and need something superhuman to keep my eyes open - what is in the bold coffee? Probably something that Nasa found on mars), I can sympathize with Bob. You can check it out at www.whohiredbob.com. Here is a clip I found on Youtube.



While I think the webisodes are funny and entertaining, will it bring Kraft the desired effect of getting businesses to use Tassimos in the workplace rather then just at home? Possibly. I watched the first video and I got bored fairly quickly. There was little mention of Tassimo and what it can do until well into the video. What I did like was the contest that was encouraging web visitors to submit stories about their own Bobs to win a prize. We'll see if this site brings about the desired objectives but I think it's a step in the right direction on how to use video and user generated content (of course the fact that I'm blogging about this probably helps. You can thank me later Kraft).
Using Paid Search to Enhance the Campaign

I would use a tool like WordTracker to see which terms are searched on the most in search engines like Google and Microsoft but Tassimo may want to consider creating sponsored ads on Google for Keywords (have you checked out www.google.com/trends? it rocks!). I checked out SpyFu which tells you which keywords your competitors are bidding on. They don't seem to have any Google AdWords that are specific to this campaign. Here are some examples of keywords for Kraft to consider if they go this route:

• Tassimo
• Crazy co-workers
• Coffee in the workplace
• Bad coffee at work
• Who hired bob
• Don't you hate when someone drinks the last cup of coffee at work and doesn't make another pot? Don't you want to find that person and hunt them down?

Ok, that last one may be a bit extreme but it may also be part of the long tail of search. Some additional ideas may include advertising on The Office's (TV show) official website.
Webisodes and B2B Companies

The budget for this Tassimo campaign is probably out of the reach for most companies and is most likely only doable on the B2C side. However, B2B companies are creating entertaining videos to draw attention to their product and services. Here are a few samples (click on these - they're great!):

• Get the Cat by Lawson Software. This is a good laugh.
• Bob Kent by Bluecoat Systems (by far the funniest - why is it not on YouTube?)
• NetQoS Netcosm by NetQos. The success of this campaign was featured on MarketingSherpa.

Well, I hope you enjoyed these. Let me know if you're company has done anything similar or if you're planning to.


Chad H.