Ben & Jerry’s Go Viral — Jimmy Fallon Style

Ladysmith Snack Mambazo appeared through a cloud of smoke on Late Night With Jimmy Fallon once again this time to sing about Ben & Jerry’s ice cream. I doubt that Ben & Jerry’s, the famed Vermont ice cream company, paid for this 3 minute plug, but it will likely reap some benefits just in time for summer.

It’s an example of how something creative and funny can sweep the internet super quickly. I can see this video quickly making the rounds on Facebook and Twitter.

Every kind of product from brands to television are having to change the way they approach their marketing in an increasingly difficult communications landscape. A clever viral message, or social media campaign will ultimately drive traffic. In this case it helps keep Jimmy Fallon on the radar and will also spur some interest in Ben & Jerry’s.

These days it is important to remain on the top layer, but is far more difficult to do now that people are cycling through information at such a rapid pace. The proof of whether or not this works will be if I tune into Jimmy Fallon, or pick up a tub of Ben & Jerry’s Cherry Garcia next time I’m in the grocery store.