A new Kia Sorento for a viral video that’s racked up 31 million views thus far seems like a fair trade.
TikTok user Danielle Marie Lettering, who goes by @DaniMarieLettering on the popular video sharing app, uploaded a video showing how, even though her Stanley Quencher sat inside of her KIA Sorento during, and after it unfortunately caught fire, it still had ice in it.
Check out her viral video below.
@danimarielettering Thirsty after you catch on fire? @Stanley 1913 is like no problem i gotchu #fyp #carfire #accident #stanleycup ♬ original sound – Danielle
Since it went up earlier this week, it’s already racked up 31 million views and counting, not to mention thousands of comments and reposts.
In Danielle’s video, we can see her reaching into the burned interior of her Sorento to grab her Stanley Quencher.
“Everybody’s so concerned about if the Stanley spills, but what about the melts? There was a fire yesterday and it still has ice in it.”
According to Science Direct, car fires can reach as high as 1500 F degrees, so her Stanley Quencher still having ice in it speaks to just how well these cups can insulate.
Danielle doesn’t share why her, what looks like a 2017 KIA Sorento caught fire but Kia has issued a recall for certain model year Sorentos and Sportages for potential risk of fire due to a poorly insulated tow hitch harness.
Danielle’s viral vid did not go unnoticed as just a day later, President of Stanley Terence Reilly took to TikTok himself using Stanley’s official account, and replied to her video thanking her for the viral marketing.
@stanleybrand #stitch with @Danielle ♬ original sound – Stanley 1913
On top of that, Reilly promised that Stanley would replace her Kia Sorento as a Thank-you.
“We’ve all seen your video. Wow, what an ordeal, and we’re all really glad you’re safe. What it went through with you, I couldn’t think of a better example of our product’s quality.”
“I saw a lot of comments about how we should send you some Stanleys, and we’re going to send you some Stanleys.But, there’s one more thing…we’d love to replace your vehicle. All of us at Stanley, we’d really like to replace your vehicle.”
As mentioned, Danielle drives a Kia Sorento, and these new ones really look great.
Sorentos start out at $30,090 but can get as high as $45,840 for the Sorento X-Line Presitige.
I’m sure Danielle will be more than happy with Stanley’s offer and will take them up on it.
Wether or not they’ll buy her a new Sorento hasn’t been confirmed, but I think they’ll buy her the equivalent, if not better.
Some rough maths how much Stanley would have to spend to get the equivalent amount of exposure.
While I applaud Stanley for their philanthropy and charity on the matter, let’s be for real, Stanley got some great marketing from Danielle’s video. They would’ve had to pay a lot more than a new Sorento’s worth to get the equivalent exposure.
According to Advertise Mint, TikTok charges you about $10 per 1000 impressions if you want to advertise with them.
In just two days, Danielle’s video has 31 million views, and Reilly’s response video has about 8.6 million views for a total of 39.6 million views.
If Stanley bought ads from TikTok to get the same amount of impressions, it would cost them $396,000. And the level of quality from Danielle’s video’s views and bought impressions aren’t exactly the same thing, so, it would really cost them more.
And this is just the beginning of their goodwill tour re Danielle’s burned Sorento as I’m sure they’ll have a follow-up video before year’s end.
In the meantime, Danielle and their response video, not to mention all the coverage it’s going to get, will continue to rack up views and impressions which, logically, should convert to sales.
On top of all those views and impressions, Stanley just earned a bunch of goodwill.
Props to Reilly on an, in hindsight, pro marketing move.