But as witnessed on my blog post about this (which didn’t mention the sponsor), I could care about the “marketing ROI”…it was the emotional connection and sheer joy that moved me to share it.

Yes, sometimes it’s just about human reaction (vs. ROI).

And that’s where Matt has delivered…and where no company could ever compete. Kind of like how blogger social was a special event–because there was zero marketing agenda–just building and cherishing relationships.

Thanks for writing on this. And thanks to Matt for creating it (and for Stride enabling him to do it).

Odd thing is, I’ve read where he started his original journey from Brisbane!

I haven’t seen the gum here in Canada. But I’m not a gum chewer.

I fully agree. September, latest October. They need a follow up.

I’m wondering where one can buy Stride. I’ve actually bought a pace here in the Washington DC area. But I wonder how vast their distribution network is.

But following up is key. They need to capitalize on the goodwill. But my concern is that many don’t know whom the goodwill applies to.

I seriously doubt that a lot of people now about it. I mean, why would they? Matt is a known quantity to many on YouTube. For those that watched him before, they may see this as a sequel. My guess is that most of us that know that stride is behind this are in online marketing in some manner. Or read about it in a news publication. My guess is the percentage is in low single digits that will know or will remember.

Maybe I should set up a Google. Alert for Stride Gum.

Thanks for commenting!

Where the Hell is Matt 2008 is just a building block — and I hope Stride Gum see that (and read your post). I have no idea what their objectives were in supporting the 2008 incarnation — but I do hope that whoever is advising them on strategy, that they see this as yet another footstep in a long social media journey.

If there is no follow-through, if Stride Gum are not using this as a way to build their brand, raise awareness or drive sales, then they are simply wasting their own money.

As an experiment, I certainly hope that it continues, or encourages other brands to learn/test the waters. If nothing comes of it, then it is an opportunity foregone. But for now, the goodwill that Matt is renting out to Stride, has bought my attention — and I am willing to wait for the next instalment.

But they could have done a number of small things. Like noting on the YouTube page the video lives on that it was sponsored by Stride.
Doing a bunch of PR to get people aware of it.
Heck, even “Where Is Matt (big) Sponsored by Stride (small)
Matt thanking Stride at the end for sponsoring him.
A TV commercial clearly from Stride promoting the YouTube video
And that’s all just off the top of my head.

I’d love for someone to do some research to see what percentage of the people who watched the video knew there was a tie-in to Stride? The number may be much higher than we’re thinking.