If the aim of a viral campaign is simply to get people talking about your brand while keeping costs to a minimum then this campaign by BMI to promote its association with England rugby does the job. But it can't do much for the brand.
The tacky clips are preceded with inuendos such as 'Watch BMI stewardess perform with a hooker' and 'BMI stewardesses perform with England rugby studs'. Needless to say the videos aren't as saucy as some viewers may have hoped but are rather tame gags.
Don't take my word for it. Check them out at: http://www.marketingmagazine.co.uk/News/945875/
As a rugby fan I'm glad BMI are supporting into the sport, but surely they can do better than this. Principle England sponsor O2, for example, has leveraged its assocation with England though activity such as 'Scrum in the Park' and an excellent viral campaign called 'stare out'.
