If we search Google for Nil Ojeda, we’ll think we’ve found a YouTuber. A pretty vague description for a young man from Les Masies de Voltregà who, at just 26, has spent more than ten years creating digital entertainment content, boasts more than nine million followers and has worked for major national and international brands such as Vicio and McDonald’s.
It’s precisely in the launch of the latest joint campaign by Vicio and Milfshakes (‘Too hot for kids’) that the creator of Milfshakes and Vicio’s co-founder, former MasterChef contestant Aleix Puig, seem to have pulled off a perfect long jump, breaking the established rules of digital strategy.
“Why walk to the shop when you can jump, spin, run, roll and swing?”, the question that opens an interesting Red Bull article on parkour for beginners, is exactly what the young content creator of the moment, and fan of this art of movement, must have thought when he dared to run such a risky campaign. The article says traceurs must “combine strength, speed, agility, coordination, control and plenty of creativity”, words that fit perfectly with the reality show, fake drama, marketing and theatrics Nil Ojeda brings to the table in his clever publicity stunt.
Timeline of events:
2 February: “I’m inviting you to my first trial, don’t miss it”. Nil tricks his followers by telling them in an Instagram video that he’ll be tried at the Barcelona Bar Association. The trial would take place on Tuesday 4 at 5:30pm and, he says, anyone over 18 could attend because it was public.
4 February: Nil gathers hundreds of fans at the venue.
4 February: “We’re innocent”. Nil posts a teaser on social media of his arrival at the Bar Association and the fake trial. The teaser has more than four million views on Instagram.
4 February/6:45pm: A fake trial against Milfshakes and Vicio over their new collaboration product, H***y MILF(shakes), for alleged intellectual property infringement, streamed on YouTube.
During the fake trial, attendees get sneak peeks of the campaign. That’s why the lawyer quits representing them, saying he has nothing to do with those videos. At that point, with the trial halted and the defendants without a defence, street artist Ben Yart steps in, ready to plead their case.
Finally, Aleix Puig, seeing the defence sinking, argues the trial should be declared void because no one can judge a menu without tasting it. The judge agrees, tastes the evidence and sentences them to “make a burger like this every year!”.
9 February: “All about the Trial”, an explainer video on both brands’ social media and on Nil Ojeda’s vlog.
Today: The ‘H***y Milf(shakes)’ menu, a box including a spicy burger, fries, a shake and a collectable figure, very similar in shape and name to that of another well-known American brand, will be available until 14 March.
Like parkour, disruptive marketing is all about breaking the rules, doing away with tradition, pushing limits, going beyond what’s expected and, most importantly, landing successfully in the right place at the right time.
Do you think disruptive marketing is the perfect plan to open your brand up to new markets?
Remember to study your target audience, put ideas in place that set you apart from the competition, and take the risk of experimenting with new channels and messages.
