A new viral marketing ploy has paid off handsomely. Tech startup firm Grasshopper sponsored a feverishly catchy Web video called Entrepreneur State of Mind—a spoof of Jay Z's Empire State of Mind. It features a shaggy-haired techie with thick rimmed glasses rapping about why it's cool to be a Web nerd. Instead of "Now you're in New York" the chorus trumpets "Now you're the New Dork."
The genius of it all? The rapper name-drops influential tech blogs TechCrunch, Mashable, Geekologie and Gizmodo ensuring promotion on the respective sites. Not too shabby for a "virtual phone system" company. First the video, then the reaction from the name-dropped sites.
- TechCrunch: "The music video below is pure viral marketing, but we’ll bite ’cause it’s got a catchy tune."
- Geekologie: "The song and video were both surprisingly well made. And I'm not just saying that because Geico guy there was smart enough to shoutout Geekologie at 0:50, but yes, yes I am. You scratch my back and I'll -- okay stop, you're making leg twitch."
- Gizmodo: "Some think of 'The New Dork' as the 'ultimate geek/dork/tech-junkie's anthem.' I think of it as one of the more amusing parodies of Jay-Z & Alicia Keys' 'Empire State of Mind' and love the geeky shout outs crammed into it. Not only does it have references to TechCrunch, Mashable, Valleywag, Geekologie—and yes, Gizmodo—but this video also appears to have scenes that were filmed in the Wired building. Yeah, that's pretty dorky."
- Mashable: "This video is all about using your social media cache to attain new levels of irony-spun hipness... According to these tech-savvy dudes, Internet denizens of today are raking in the cash and models whilst rocking skinny jeans."