Simply brilliant. That's what I would call a corporate celebration that became wildly popular on YouTube, a favorite on VH1's "Best Week Ever" and the clip of the week on E!'s "The Soup." You can't buy that kind of advertising, and the demographic is a gold mine.
I'm talking about the Bank of America employee who marked his company's merger with MBNA by singing his own rendition of U2's "One," complete with not only brand-specific lyrics, but competitor-bashing ones as well: "What's in your card? It's not Capital One."
Bank of America has hit the marketing jackpot for its 15 minutes, being in the enviable position of having thousands of consumers--many with bank accounts--seek them out. Maybe it's for a few laughs, but think of the brand awareness Bank of America is creating. It's feel-good press that doesn't look like marketing at all.
--Jacqueline Durett
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