What’s the best way to demonstrate the physical durability of a new router? How about a spec sheet detailing stress test results? Not at Cisco; video of the router being used as a basketball and dog food plate gets the point across much more clearly. I was pleasantly shocked when I saw the abuses endured by Cisco’s new ISR 819 Router. It survived not only immersion in hot coffee but also a baking in a toaster oven.
And all the abuses are accompanied by a heavy metal audio track, not a dry engineer’s explanation. More importantly, the abuses are relatable. Most customers have not put their electronics in the toaster oven, but I have accidentally sent my smartphone crashing down the stairs many times — and sent it to its watery grave in an outdoor fountain. These commonplace depictions are a welcome change from the sterile laboratory environments where stress tests are generally demonstrated.
What I enjoy most about this video is its simplicity and humor. The creators clearly had a blast making the video, and this reflects Cisco employees’ passion for their products (or, at least their passion for abusing them). It is a good example of a large company employing Guerrilla Marketing, which tends to be the domain of small businesses. All that was required for this video was a handheld camera and the router — creativity took care of the rest.
Social Media: the right platform
And this is the power of social media: people have the freedom to demonstrate their passion, creativity and humor on a global scale without the support of hefty budgets or mainstream media outlets. Only a few years ago, creating and disseminating a video such as this would not be possible.
I’m looking forward to more creations such as this. Contrary to the disclaimer, I encourage you to “try this at home.”