Monday, 10 November 2008

Heidi Klum in underwear is top performing Guitar Hero YouTube film - reaching 1.5 million views in a week

Parodying Tom Cruise in 'Risky Business', Guitar Hero have launched a series of YouTube films to promote the newly launched Guitar Hero World Tour featuring celebrities rocking out to Bob Seger's 'Old Time Rock and Roll.'

The first Guitar Hero World Tour ad features athletes (Michael Phelps, A Rod, Tony Hawks and Kobe Bryant), whilst the later films feature Heidi Klum in just a shirt and Heidi Klum in black lace underwear.

Guitar Hero World Tour video starring a selection of American athletes (77,589 views since 24th October):

Guitar Hero World Tour video starring Heidi Klum in a shirt (245,938 views since 3rd November):

Guitar Hero World Tour video starring Heidi Klum in black lace underwear (1,479,065 views since 3rd November):

For a video to go viral it needs a hook and to be something that the target audience are willing to forward or embed. Given the choice of the three Guitar Hero World Tour films, YouTube users have clearly opted for semi-naked Heidi Klum vs semi-dressed Heidi Klum or star athletes with musical instruments - so while media may be changing quickly, the appeal of certain messages seems to be staying constant!

Will be interesting to how the online buzz around these clips translates to sales of the latest Guitar Hero offering.

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