My hat is off to Monaco for its latest effort to create publicity for the company and it's products. The manufacturer invested what appears to be a decent amount of money making a funny video about two "spy guys" who break into the Oregon plant to investigate rumors that Monaco is building "neat new stuff" into their motorhomes.
They climb fences, are chased by security and use flashlights to highlight the innovations they discover. By the end of the three-minute video, viewers are told they can legally check out the new line at the Family Motor Coach Association's winter convention in Perry, Ga. in March. It's a great promotion.
RV Industry News has posted several videos produced by companies for one reason -- to create a buzz on the Internet. Honda spent more than six figures to create an amazing video using moving parts from one of their cars to showcase their engineering prowess. It has been viewed by tens of millions of people and is still a popular Internet video. An auto dealership in Oregon created a series of tongue-in-cheek commercials about a new add-on option called the Trunk Monkey. It, too, has been viewed by millions.
As the first RV industry manufacturer to attempt a similar feat, Monaco deserves some time in the spotlight. The company recognizes the power of the Internet in giving consumers the ability to forward a link to cutesy commercials and videos to all their friends as quickly as it takes to press a send button.
For companies wondering how to cut through the clutter of competing messages to attract attention of a marketing-weary population, this type of third-party endorsement strategy appears to work well. The proof will rest in the amount of traffic at Monaco's display in Perry.