Three Wolves Moon T-Shirt

July 15, 2009

The three wolves moon T-shirt phenomenon is not only Hilarious, but it really demonstrates the facinating power of the internet + social networks + viral word of mouth marketing. In case you haven’t heard, this is the story of how one funny reviewer (who didn’t even buy the shirt) propelled a random wolf print t-shirt into an overnight screaming success.

Two particular things stand out about the spread of this seemingly absurd phenomenon: One, the actual sellers did nothing to initiate or spread this at all. I believe this only amplified the contagion, as consumers seem to prefer certain products when there is no self-promotion involved- that way they can share it to their friends and feel special for finding it.  Two, the craze spread through an unusual medium: not facebook, myspace, twitter, or any of the “traditional” means (not to mention any old-school print or television advertising), but via an customer review. This shines light on the fact that social contagions can spread through any number of unconventional channels.

Who would’ve thought a random review on Amazon could make a simple shirt with three wolves howling at the moon so popular that it gets featured on ABC NewsBBCNYT and has its own youtube music video.  Where was the tipping point for all this? I think the situation actually makes for a perfect marketing case study that would be extremely relevant in today’s dynamic, tribe-led, web 2.0 economy.

Here is the review that started it all:

By (New Jersey, USA)

“This item has wolves on it which makes it intrinsically sweet and worth 5 stars by itself, but once I tried it on, that’s when the magic happened. After checking to ensure that the shirt would properly cover my girth, I walked from my trailer to Wal-mart with the shirt on and was immediately approached by women. The women knew from the wolves on my shirt that I, like a wolf, am a mysterious loner who knows how to ‘howl at the moon’ from time to time (if you catch my drift!). The women that approached me wanted to know if I would be their boyfriend and/or give them money for something they called mehth. I told them no, because they didn’t have enough teeth, and frankly a man with a wolf-shirt shouldn’t settle for the first thing that comes to him.

I arrived at Wal-mart, mounted my courtesy-scooter (walking is such a drag!) sitting side saddle so that my wolves would show. While I was browsing tube socks, I could hear aroused asthmatic breathing behind me. I turned around to see a slightly sweaty dream in sweatpants and flip-flops standing there. She told me she liked the wolves on my shirt, I told her I wanted to howl at her moon. She offered me a swig from her mountain dew, and I drove my scooter, with her shuffling along side out the door and into the rest of our lives. Thank you wolf shirt.

Pros: Fits my girthy frame, has wolves on it, attracts women
Cons: Only 3 wolves (could probably use a few more on the ‘guns’), cannot see wolves when sitting with arms crossed, wolves would have been better if they glowed in the dark.”

Rep pts. to Rooths for sharing with me the glorious three wolf moon t-shirt.


2 Responses to “Three Wolves Moon T-Shirt”

  1. rooth Says:

    HA that’s awesome.

    There’s nothing better than a wolf howling at the moon except THREE wolves howling at the moon.

  2. timmy Says:

    just went to buy a wolf shirt at walmart

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