Monday, June 25, 2007

A Tribute Becomes Viral Marketing

The band GuyzNite wrote a tribute song to Detective John McClane (Bruce Willis) of the Die Hard series and then, after pirating some scenes from the earlier films, posted the music video of it online. Die Hard, the original, was just voted the best action movie of all time by Entertainment Weekly magazine. These guys must agree and they wrote a rock, almost punk, tune as their testament of love, complete with a repeated chorus of his rather coarse and still funny signature phrase "Yippee Ky Yay ***** *****".

Well, 20th Century Fox's legal department had it taken down. If they had thought it through, and actually watched the video, I doubt they would have. Someone did clue in however, and with the new Die Hard movie coming out, the marketing department got these guys some new footage and commissioned them to add a fourth verse to the song.

The new version has been viewed going on 100,000 times and will soon pass the 100,000 viewings of the older online version that stopped at "Die Hard With a Vengeance." If those were butts in seats of a theater, and at todays nearly 10 bucks a pop ticket prices, that video would have just missed the top ten in box office gross from last weekend, coming in above Spidey 3 and below Nancy Drew. (OK, that was a stretch but still kinda interesting).

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