Missing the Social

Looks like Philips tried to jump on the twitter campaign, and utterly failed. Let's start with the name: "Philips VS 140 Characters of Greatness"? What the hell does that mean? Second, what's the value proposition here? If the video below was the most exciting thing Philips' creative team could come up with, what do they expect from their users? This isn't viral. Viral videos are incredible, catchy, hilarious, or touching; this one is kind of like Mythbusters with no punchline.
 

Can you imagine thanking a friend for sharing this? The team cheers like they brought a climber down from Everest, not like they woke up a chicken by shining a light at it. Judging by the twitter response, the Internet was not amused:

   

Matthjis Roumen nails this one right:

The campaign is totally based around products of Philips. Sounds like a smart plan to get more binding with your target audience. However, it also creates a great barrier and a feeling of commercialism. People don’t feel right to by sending out Tweets that feel commercial. It disturbs their Twitterfeed and brings noise to their friends. What would have been the right thing? Create a campaign that adds value to both the user and their feed without a commercial intention.

Props for the find and chart go to ViralBlog.