What made Abercrombie & Fitch’s viral strategy so good?

I love it when brands get creative — especially when they leverage cheesy pop hits to make cool viral videos. Oh, and without shirts. Eye candy on steroids, the latest lip-dub video making the rounds on social media networks is definitely sure to brighten up any gal’s (or maybe guy’s) day.

Abercrombie & Fitch made girls around the world gawk and swoon when it challenged the hottest guys from its flagships stores around the globe to make a parody of Carly Rae Jepson’s Call Me Maybe.

Any good challenge starts off with a brief of sorts. In the case of these jaw dropping heart-throbs it was to “have fun with the song — film it on your phones and to do whatever comes naturally”. This is what the boys came up with.

Possibly not the next greatest minds in the industry, but oh my, are they lovely to look at.

What I like even more than the rock hard abs in this video is the subtle branding and the buzz it’s created for Abercrombie & Fitch online. It would be interested to see how the sales records fared after the release of the video. More proof that the power of social media and sexy shirtless lads can do wonders for your brand.