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TikTok, Ocean Spray, and Fleetwood Mac Get It- Do You?
Riding the wave on a musical longboard ain’t bad.
Remember the Ocean Spray-drinking, long board-riding, Fleetwood Mac-lip-syncing, TikTok guy? If you’re not familiar with this lovely story, read this.
In a gist, Nathan’s truck broke down. He had to get to work. So he grabbed his longboard and juice and cruised on down the road. While en route, he opened up TikTok and did a chill rendition of Fleetwood Mac’s song ‘Dream’ while sipping a Cran Raspberry.
The result was insanely viral.
Ocean Spray had nothing to do with it. Fleetwood Mac had nothing to do with it. But both benefited by riding Nathan’s wave.
Organic creativity breeds relatability
With one song and a relatable guy, Ocean Spray was able to get in touch with a broader and younger than usual demographic and Fleetwood Mac’s music sales tripled.
How did this happen?
Organically and unprompted by either company or band, Nathan did it his way because…he wanted to. He saw it as a way to pass the time and did a sincere shout out.
With Nathan’s casual nods, he gave both Ocean Spray and Fleetwood Mac a massive free marketing boost.
Ride the wave- don’t try to control it
A lot of times, we as marketers and brand managers are tempted to interrupt a beautiful organic thing and flip it to our own narrative. Ocean Spray stepped back and let Nathan be Nathan.
They rode the wave.
Nathan’s unprompted post was just the beginning. He inspired others to parody him over and over and over again giving even more popularity and positive organic marketing opportunities to all parties involved.
Even Mick Fleetwood got in on the game.
Ocean Spray has since wrapped the viral sensation into some of their campaigns and marketing. However, they didn’t do it right away. They let the people do the talking. Of…
