Published February 18 2010
Integrity video campaign is a hit
The five videos – one of which features a worker re-creating the “Mona Lisa” with a nail gun – have garnered more than 4 million online viewers, said Laurie Reding, the company’s director of marketing.
She laughed when asked if the tricks are real.
“I’m not going to tell you. That’s part of the fun with it,” she said.
Thousands of comments have been posted on viewer forums debating whether the feats are real or not, according to the Integrity Web site.
The videos don’t directly mention Integrity. But company stickers are on windows in the background and many viewers notice, Reding said.
Integrity also offers a blog and several online games that complement the videos. For instance, the Nail the Cash Game allows a player to try to pin falling dollar bills to a wall with a nail gun.
The videos, produced for Integrity by the Martin/
Williams creative agency in Minneapolis, were shot late last fall on construction sites in the Twin Cities, Reding said.
All the people in the videos were paid to appear in them, and some are actual builders and remodelers, she said.
The videos – which have been picked up by other Web sites and shown on TV shows worldwide – are part of what’s known as a viral marketing campaign. The goal was for the videos to spread from YouTube, a video-sharing Web site, to other media, just as a virus spreads from person to person.
The campaign has been far more successful than anticipated, she said.
“It’s taken us completely by surprise,” she said.
The company doesn’t plan more such videos, she said.
Integrity is the world’s largest manufacturer of windows and doors made from Ultrex, a Fiberglas material, according to the company’s Web site.
“We’re always had a fun portion to how we market the product,” Reding said.
“This seemed to fit,” she said.
Readers can reach Forum reporter Jonathan Knutson at (701) 241-5530