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Mockumentary Viral Marketing

The Hatfield Hot Dog Howitzer

— November 23, 2008 — Marketing
How do you leverage a really popular publicity stunt that is only seen by a few thousand people at a time?

You make a viral video describing--with tongue planted firmly in your cheek--the “history” of the Hatfield Hot Dog Howitzer.

Hot dog maker Hatfield uses the Philly Phanatic, the giant green mascot, to shoot hot dogs into the stands at Philadelphia Phillies home games.

How was the Hatfield Hot Dog launcher conceived and developed? Therein lies the brilliance of their video. It includes scenes from the ‘failed attempts’ to the current launcher that shoots hot dogs hundreds of feet. The Hatfield hoax fabricators even speculate on the future--including the use of nuclear power!
Trend Themes
1. Viral Marketing - Utilizing humorous and shareable content to generate widespread attention and engagement with a brand or product.
2. Mockumentary Advertising - Creating fictional or satirical documentary-style videos that entertain and promote a product or brand.
3. Experiential Marketing - Creating unique and memorable experiences for consumers to engage with a brand or product, such as launching hot dogs into the stands at sporting events.
Industry Implications
1. Food and Beverage - Opportunity for hot dog manufacturers and food brands to leverage viral marketing and mockumentary advertising to create exciting and entertaining campaigns that increase brand visibility and engagement.
2. Sports and Entertainment - Opportunity for sports teams and event organizers to collaborate with brands and utilize experiential marketing strategies, such as hot dog launchers, to enhance fan experiences and drive fan loyalty.
3. Advertising and Marketing - Opportunity for creative agencies and marketing firms to develop innovative and humorous mockumentary campaigns that capture audience attention and generate viral buzz for their clients.
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