Commentary
Brief Attention Span Communications - Serena Software, Inc., "Just @#$% It" and "Go @#$% Yourself!"
- by August 26, 2008
Serena Software, Inc., "Just @#$% It" and "Go @#$% Yourself!"
http://www.youtube.com/mistermashup
Finalist Viral Campaign
Serena Software: Michael Parker, creative concept; Michael Parker and Greg Gotts, script. Brief Attention Span: Greg Gotts, director; Nina Resnikoff, producer; Steve Kallick, editor; Jay Shilliday, audio; Greg Gotts, viral strategy/tactics. Mortarotti/Ramirez Productions: Robin Mortarotti, director of photography.
Promoting it software is hardly glamorous or funny. Until Serena
Software used YouTube and Facebook to promote its Business Mashups software. "Just @#$% It" was posted on YouTube (the bleeped out magic word is "mash"), and became the number one video on the
site for two days, with 1.18 million views and counting. The video shows co-workers from different departments trying to find a harmonious way to combine resources and get work done faster. A
second video, "Go @#$% Yourself," was posted on Facebook via its Involver video platform. After watching the video, viewers were invited to join the "I'm a Super Masher" Facebook group.
