Your Jingle Affects More Than Your Target Market

This afternoon, one of the neighborhood underage kids (6 yrs to be exact) ran up to inform me of the day’s breaking news.

“You won’t believe this!” screams the unemployed, underage, tax benefit sucking creature.
“What? You got a job?”
“No! They changed the “beep beep.com” commercial! I am so angry! They don’t even sing it!” Kid breaks into a semi-1990’s era dance while reciting “beep beep.com” jingle way too much.
“Wow. Call your senator kid.”

The point is, at age 6, this kid is obviously not BeepBeep.com’s target market. Way off. But the changes they made to their commercial (which oddly enough plays on Nickelodeon channel? How many 16yr olds watch Nickelodeon?) and it was noticed by an audience much more diverse then planned. When making changes to your brand’s identity, jingle, yoo-hoo, or whatever it maybe, be aware your current campaign may be more viral then you think.