We all know how annoying it can be to hear a song in an ad and not be able to find it anywhere. Apparently enough people felt that way about the latest Ritz ad that the brand responded in a very interesting way. Ritz learned through comments on YouTube that consumers were searching for the happy tune featured in the spot, but were unable to find it online.  The brand responded by posting a video stating  that they would turn the 30 second jingle created specifically for the ad into a full-length song if the video achieves 10,000 views on YouTube.  The song will be available on iTunes with all profits going to the artist.

At the time of this blog post, the video had just over 7k views, so it looks like this ditty is destined for a full-length future. Though the whole backsory may be faked by Ritz’s agency and most would argue that 10k views does not a viral video make, this is still a smart way for a brand to use social media as both a messaging and listening tool.  It also goes to show that sometimes the most compelling social media executions are the simplest.  Contrived or not, this one, like the product itself, is like “buttah.”