For PR pros who’ve ever heard a client say, “Let’s just make a viral video,” the story of Casey Neistat and his $21,000 first class airplane seat will now come to mind.
It’s a very rare example of when “Let’s just make a viral video” actually worked.
Viral videos rarely dip into the 5-minute range, much less the 9-minute range as this one does, which speaks to the quality of the content. Take a look:
Sure, it’s super cool to see what $21,000 for a flight from Dubai to New York City will get you in the notoriously stingy, cramped and generally awful airline experience. There’s high-end scotch, caviar, a bed, pajamas and a shower among other things. Plus, you have your own pod, and very attentive flight attendants—which looked great for Emirates brand managers.
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The video has been seen roughly 11 million times, and it only cost Emirates Airlines the price of upgrading Neistat’s seat.
He had already purchased a seat worth $5,000, so figuring that the seat they upgraded him to was worth $21,000, you can technically put the video’s cost at around $16,000.
Would you consider paying $16,000 for a 9-minute video that’s been watched 11 million times?
Few marketers in the world would scoff at those numbers.
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