Alum’s Viral Video Does Double Duty as Shrewd Marketing Tool (New York Times)

HeadBlade, the company behind various head-shaving razors and headcare products, and founded by Todd Greene ’89, has pulled off something of a marketing coup. A short video ostensibly demonstrating the Shaving Helmet (picture multiple razors gliding back and forth on tracks while pressed against your scalp) provoked “Is this thing real?” buzz as it collected more than a million hits in less than a week on YouTube, and a fair amount of media attention, to boot. That was the plan, according to The New York Times, which examines the viral video-as-marketing tool phenomenon.
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