How does someone come up with an idea like this. Starting in 2003, way before viral became the huge term it is now. Simple, and daring as a concept, combined with the silliest dance ever, is Matt Harding's perfect recipe for 10 million views.
Source: Speak Media Blog
It is hopefully clear that Viral marketing success is really not easy and certainly not cheap. There is no way a company can think that Matt Harding's dance would go viral, and hence there is no way for a marketer to replicate this.
Stride chose the next best thing and sponsored this trip. They got a very insignificant mention in the end. Little does the traditional marketer who just cares for a bigger logo, realize the significance of the insignificant.
Stride just supported a guy to achieve a dream, something on his bucket list perhaps. It struck a chord like nothing else ever will.
The video series got enormous media attention. Also take a look at the number of diverse videos on youtube alone, ranging from queries like "Where is Matt?" to "Matt impersonators and fans". There is also a website called Where the hell is Matt
The series got a whopping 10 million views and is going strong. The positive rub off on Stride is obvious once you have seen the entire video. Take a look and judge for yourself.
Want consumers to talk? Viral is in!!