MTV, Buzz marketing and Aston Martins: Amo a Laura

After some time reading about them and some further r+d that proved me that this campaign is one of the biggest hits, I made myself some questions…

I have been really concerned about the ability that mega ad agencies have to convince clients to spend several thousand millions in a campaign.

Money + some ideas + scandal can give you the opportunity to succeed.

What it really disturbs me is:

• That lame obsession to render all this kind of shit as “below the line”
• If you go after a lame segment you´ll get nice response (but no €)
• We are more idiot now than a month ago
• Buzz is increasingly being used (but do we really need that

But all that shit will be under control if the community will be active enough to dilute those actions.

A nice example is found here, I really want to thank those guys for their effort.

Additional notes while revisiting this blog post in 2023

“Amo a Laura” was a buzz marketing campaign created by MTV Spain in 2006. The campaign consisted of a fake TV show in which a young man named Dani professes his love for a girl named Laura. The show was created to generate buzz and promote MTV’s programming in Spain.

The main objective of the campaign was to create a viral phenomenon that would capture the attention of young people in Spain. The show was intentionally designed to be low-budget and amateurish, which gave it a sense of authenticity and made it feel more like a real-life love story than a scripted TV show.

The campaign was a huge success, with millions of people tuning in to watch the show online and on television. The “Amo a Laura” catchphrase became a cultural phenomenon in Spain, with people using it in everyday conversation and even printing it on t-shirts and other merchandise.

The success of the campaign was due in large part to MTV’s clever use of social media and other digital platforms. The show was promoted through a variety of online channels, including social networking sites like Myspace and Facebook, as well as through blogs and other online communities.

This happened in 2006, and needles to say has evolved into more complex, more idiotic sometimes, ways to “get viral”. What initially was fresh and refreshing has turned a pain in the ass most of the times.