Viral ad was Jean-ius

Levi Strauss followed two critically important steps in the creation and promotion of their video: they didn't oversell their product and they immediately took credit as soon as they were questioned about the advertisement.

In viewing this ad as a public relations effort or publicity stunt, Levi correctly focused on creating a buzz worthy idea and not a product-heavy press release. They didn't try to sell anything or overtly brand their product. The closest they came to discussing the actual product of button-fly jeans was to have one of the performers point out that "at least there's no zipper," off camera.

Moreover, as opposed to a viral video that was the result of consumer-generated content, Levi maintained control over how their product was used. That helps to limit any potential backlash wherein a disgruntled consumer can subvert an open campaign or complain about the selection process, leading to criticism online. It also allows the company to use media professionals to craft a video in which they would be proud to feature their company's products.

Perhaps the biggest reason this video has found success and has been a public relations bonanza for Levi is how the company dealt with media requests after Gawker's Nick Denton suggested the video spot might be a stealth advertisement campaign. Corporate representatives immediately admitted the spot was created for Levi and added a sense of authenticity to the clever spot.

In many ways, Levi has created a methodology that can be replicated in an arena that has been characterized by its constantly shifting value system. What is successful on the Internet today is fleeting tomorrow. Friendster begat MySpace which begat Facebook. So part of any online media strategy has to include efforts to build spikes in website traffic or renew interest in a product.

If you're considering a viral video, remember it's okay to have a bit of fun with your brand and figure out a completely impractical use for your product. Who knew Diet Coke and Mentos could have such an effect on the American populace? But the critical element is in the weeks following the launch of a new campaign. When you admit that you're not only in on the joke, but enjoying it as much as everyone else- your consumers won't feel betrayed by the stealth launch of a viral advertising campaign. And that means the conversation will continue with you and your brand right smack in the middle.