I was recently sent a link to a site purporting to detail the hereto unknown crisis of men with cramps (complete with documentaries, testimonials, etc), which in term links to a website that seems to be looking for volunteers for clinical trials on male menstrual cramp treatments. A wholehearted “WTF?” was my reaction. This pretty blatantly reeked of viral marketing, and lo and behold! It’s a viral campaign for ThermaCare Menstrual Patches—which are produced for women with cramps.
This is one of those viral campaigns where one is forced to ask ‘What the hell were they thinking?’. As the mystery had readily been solved well before I came across the site, it obviously didn’t take the internet by storm. I ask you, dear readers: Has any campaign of this nature ever done anything beyond grabbing your attention for roughly 4 minutes?