From Flames to Fame: Stanley Cup’s Survival Sparks Viral Marketing Success

How to turn a social media post into a huge marketing success with an enormous impact on your revenue?

That’s what the company Stanely 1913 taught us in their “marketing masterclass” 2 weeks ago. “The class” incorporated a TikTok video and a proper reaction from the company’s CEO - Terrance Riley. Enough for the sales magic to happen.

What exactly happened?

A woman called Danielle posted a TikTok on 15th November, which went viral in a matter of days.

In the video, she shows how her car burnt out, but the only thing that remained intact was her Stanley Cup (still containing ice!). It started gathering views and comments immediately and has gained millions of views in a matter of one day. It didn’t take long for the famous cup company to respond, but what they did came as a surprise for many.

Instead of following what many commentators asked for - sending Danielle a new Stanley cup, they took everything a bit further - they bought her a new car.

Is social listening worth it?

Is the whole story worth the cost of a new car??

As it turns out - it sure is.?

Let’s say Stanley 1913 will spend around 30-40k $ for a new car. As Ashwinn Krishnaswamy mentioned in his analysis of the case, they’ve probably already earned the amount within the first day since the original video was posted, since it got 8 million views within 24hours, and the end number got to over 100M.

A TikTok Ad to get 100M views, with the running rate of $10 per 1,000 views on TikTok, would cost them a million dollars, with a questionable result. But more importantly: the value they got through numerous positive comments and reactions is something you can’t pay for or count on in any kind of campaign.

And it will sure make a long lasting effect.

This is what happens when you listen.

And take advantage of opportunities presenting themselves every day.

Are you getting a Stanely? :)

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*All metric screenshots are taken directly from Determ, a media monitoring tool.