There is nothing new about the idea behind the Evian Roller Babies: create a viral and let people talk about and share it. But the remarkable thing about this viral is the execution and the success it achieved. Have a look:

It is assumed that the viral is heading forward to 50 million views at youtube, myspace, via embedded videos on several websites and downloads. Beyond that, the campaign has managed to attract people at Facebook. To date the campaign has over 35,000 fans. Also three protagonists, Anna, Tom and Vincent reaching fame with follow up interviews and videos, have an own profile and are gathering friends. Watch out for this little kid:

It is also a good example how classical media finds its way into the web. In 1998 a TV-Spot with a similar idea (“Evian water babies”) was broadcasted. The new spot was also broadcasted in France, Canada and Belgium, but it reached its global popularity through the web. The recent popularity was only possible via social media – if folks love it, they comment and more important, spread it! Autonomously!!

In sum: a good campaign can work out on several channels and is able to attract people at social networks. From then on it has its own momentum… Let’s see what comes next…