Filed under: Marketing, Online Video | Tags: dooley, dooley's pants, football, tennessee, ut medical center
I just ran across this video on Facebook, where a couple of my friends back in Tennessee have posted it. This is such a great example of producing original, top-quality video content to market to a highly targeted audience.
Folks in East Tennessee bleed orange for their Vols this time of year, so there’s a highly receptive audience hungry for material like this. The video was produced by the University of Tennessee Athletics Department, but it looks like it’s sponsored by the UT Medical Center. It obviously has nothing to do with health care, but that’s beside the point. This video played on the huge HD replay screen at Neyland Stadium last weekend, so that’s about 100,000 views right there — add in the additional hundreds of thousands that are likely to see it on Facebook over the next few days and you’ve got a great, cheap piece that makes an emotional connection with the University’s fan base (and potential patients.)
Good job, Tennessee. Now I hope the team and the coaching staff show as much creativity and imagination on the field against the Gators tomorrow.
Best curveball I’ve seen since Stephen Strasburg’s debut with the Nationals:
“Real time is what drives the Internet. New news is what everyone wants to get a hold of. Everyone is a publisher in their own way. Everyone wants to be tweeting or blogging about something that they are first to be in on. What we’ve done here is blur the lines between things that people don’t expect to be able to be done in real time. So that’s the surprise, that “Hang on, you’re producing these things kind of in real time? How on earth are you doing that?” Every time one comes out and nails it again, it’s seen as almost a new piece of news.”
Yep. Speed kills.
Old Spice just posted a series of customized online videos that respond to more than a dozen tweets and YouTube comments about the launch of its new TV ad featuring the infamous Old Spice Man.
I’ve posted a couple of the customized videos below. It just might be the best online video marketing campaign I’ve ever seen, for a number of reasons.
First and most importantly, Old Spice realizes that social media is all about interaction – a two-way conversation – rather than a one-way street. Responding to actual people and their real comments will only encourage many more people to actively engage with their online content and pass it along to their friends. I bet Old Spice will be a trending topic on Twitter within hours, if it’s not already.
Second, the writing is just damn hilarious. Some copy writers had way too much fun on this project. And third, it cost next to nothing for them to produce, but it’s almost certainly going to result in millions of dollars’ worth of free/earned media coverage.
Check out a couple of the videos below. You can view them all on Old Spice’s YouTube Channel here – just click on the “Responses” playlist at the top right, click on the first video and let the rest play. And go ahead and kiss the rest of your afternoon goodbye.
There’s a ton of sage advice about how to do – and not do – online video at this link.
The most sage of which is that companies and candidates can’t just shoot for one viral video – it’s really about opening up an ongoing dialogue with the audience(s) they want to reach. Here’s a clip:
By now, most companies understand blogging. And everyone knows you’d never create just one (even great) blog post and be done with it. No matter how popular that post was, just one blog post is not likely to provide long term value for your brand. You need to continue creating posts over time until you have a large opt-in audience that’s consistently spreading your content organically. Consider the fact that a web video is not too different than a blog post. Successful text and video are both content formats that can be passed on socially, and successful archetypes of each share similar qualities.
Yet, the business world seems to place web video up on a pedestal as if it’s some magic animal that plays by different rules merely because it’s video. The rules are not all that different, and apply for both formats of content for it to spread socially. Creating one video that catches on may be nice, but this does not take advantage of the larger opportunity the web affords: to build up an audience of true fans who genuinely want to follow your every word carefully.
Filed under: Marketing, Online Video, Staging | Tags: arizona, immigration, jan brewer
Wow – this is one great online video from Arizona Gov. Jan Brewer.
Regardless of what you think about Arizona’s new immigration law, this video is extremely effective for a lot of reasons, one of which is that Brewer got out of the studio and produced the video on location. Too many candidates and elected officials fall back on the stale, boring law-book backdrop when they should be out where the action is. In this case, the middle of the Arizona desert.
It’s also an online video that’s specifically produced to be – get this – an online video! It’s not a cliched political TV ad that’s become a parody of itself and then posted on YouTube almost as an afterthought.
And perhaps most importantly, it shows Brewer acting as a citizen journalist reporting relevant news. She could have issued a news release or written an op-ed attempting to call attention to the folly of these signs, but doing so never would have had the impact of this video. It actually breaks news, which is where the power of online video ultimately lies.
I think the only thing Gov. Brewer’s team could have done better is to get her statement done without any edits. It’s only a minute long and relatively extemporaneous, and they drove all the way out there to tape it – better to do it a few times to get it right without any stumbles than to have an awkward edit in the middle.
Still, very well done, Governor Brewer! Looking forward to your next production…
Filed under: Marketing
Want to show how fast your new product is? Get yourself a 2,700 frames-per-second camera and go crazy.
Of course, this isn’t new technology. If you like the video below, also check out this 500 fps video of the Apollo 11 launch from 1969.
I opened the new media training class I taught in Dubai last week with the viral Social Media Revolution video that has garnered 1.8 million YouTube views since it was released less than a year ago.
Of course, on the final day of the three-day class, an updated version was released:
A week or so ago I wrote about a marketing blunder by Sheraton, but now I’m reminded that some organizations do understand marketing and customer service.
A few weeks ago my girlfriend encouraged me to upload a few photos I’ve taken of her black lab, Wally, to the Black Dog Tavern’s website. Seems they’ve been soliciting user-generated content in the form of pics from proud owners of black dogs. Naturally, I obliged.
A couple of days after posting three photos of Wally, somebody from the Black Dog e-mailed me and asked if I’d consider allowing one of the pics to be used in their upcoming national catalog. Again, naturally I obliged.
Fast forward about a month and yesterday I received three copies of the new Black Dog catalog, complete with Wally’s photo on page 22, as well as a hand-written thank-you note and a $25 gift card from the Black Dog’s creative director.
Thanks to the Black Dog’s creative use of online user-generated marketing, and their thoughtful offline follow-up, I’m now an outspoken advocate for a business that I knew very little about just a month ago.
Well done, Black Dog Tavern (and, of course, the ever-photogenic black dog, Wally.) Other businesses, campaigns and candidates can learn a valuable lesson from your example. In the meantime, I anxiously await my new Black Dog Tavern pint glasses.