This week’s Digital Best didn’t get as much shine as I hoped it would. Similar to Coca-Cola’s happiness campaign, this spot shows that genuine surprise and the ability to capture candid reactions is still a great way to create viral adoration. The video comes out of Copenhagen, featuring the Copenhagen Philharmonic Opera Company, in an effort to remind people of the beauty of classical music. The group brings a little excitement and music to what would have been just another mundane commute.
The pseudo-flash mob takes places on a random subway train, taking many of the riders by surprise and yielding tons of smiles and laughter. The opera company collaborated with the classical music station Klassick for the spot. It’s a pretty nice way to highlight both parties. It goes to show that a viral video hit doesn’t have to be big budget or even have a recognizable brand. If the content proves to be enjoyable any brand can shine, and that’s the beauty of online marketing.