Few in media or anyone with a computer will have missed the recent phenomenon of the Visit Denmark viral youtube clip showing Danish “Karen26″ that is seeking the father of her son, resulting from a night of passion with a tourist.
As with any type of marketing, the KPI of a viral’s success shouldn’t be crudely measured in the number of views or referrals it generates, but instead the desired attitudes, intentions and actions resulting from the campaign. And in the case of the Karen26-campaign, so far it hasn’t generated many positives in terms of PR for Denmark, it’s culture and values. This also makes the Danes themselves rather rightfully angry, feeling that they are being misrepresented and especially that their beloved “hygge” is only being sexualized by the tax funded campaign. Ad land sums it up in a pretty thoughtful post.
Regardless of this analysis or any reactions from the Danes themselves, the real proof of the campaigns success or fail will surface at the earliest next year in whether or not Denmark will see a surge in young, amorous, male tourists with a pocket full of rubber (so they won’t risk finding out their fatherhood through youtube in another 9 months). All I can say is – Good luck (in) Denmark!
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