Legal Recruiting Firm Tries to Goose Up Its Brand

Aug 25, 2009
This article is part of a series called News & Trends.

How would you brand a newly minted London firm that recruits intellectual property attorneys for jobs all over the world? With a video of a wedding photographer kicking a goose, of course. How else?

Amazingly, that’s what Fellows and Associates has done. And just to make sure you get it, the firm issued a press release over the weekend discussing the video.

“The aim was to find an idea that was provocative in order to elicit a response and maximise the video’s potential for spreading virally whilst maintaining a balance of responsible advertising” says Fellows and Associates Managing Director, Pete Fellows.

I don’t know about the provocative part, but the viral part seems to have fallen flat. According to You Tube stats, the “Goose Attack At Wedding” video has not yet broken 1,000 views after 7 days online. Compare that to the branding video for that I wrote about in July. It got almost 38,000 views on its first day.

The press release notes that “Fellows and Associates are the first UK recruitment firm in the Intellectual Property sector to experiment with viral video advertising.” But issuing a formal press release isn’t quite what viral marketing is all about, even if it has gotten some online mileage.

On the other hand, when you’re launching a new business into a competitive market, any publicity is good publicity. We wrote about it, didn’t we?

This article is part of a series called News & Trends.
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