Think about this: How often do you watch video every day?
Video is all around us. We don’t even realize how often we
watch them. We’re watching videos so often, that Comscore reported in 2007 that “Americans viewed more than 7 billion video streams
online.”
And Youtube dominates the pack (as if that’s a surprise to anyone…).
Comscore stated: “YouTube.com drove the lion’s share of the video streaming
activity at the Google Sites property, with 53.5 million unique streamers and
1.1 billion streams initiated.”
It’s easy to respond skeptically. Many of the videos, especially
on Youtube, aren’t marketing a product or brand;
they’re just for fun.
But some companies have used video in such a great branding
method that others have copied. Case in point: Apple vs. T-Mobile.
When I saw the new T-Mobile MyTouch 3G commercial, I
immediately thought of the Apple iPhone commercials. The solid-color
background. The zoomed-in hands demonstrating the features of the phone. The
mellow music.
Of course, there are some differences. Well, you can take a look for yourself:
Apple iPhone commercial:
T-Mobile MyTouch 3G commercial:
It seems obvious that T-Mobile at least modeled their touch
phone marketing Apple’s. It’s well-known that Apple’s marketing is famous,
whether in a good or bad way. Apple is known for creating a brand demonstrating
that you’re in the cool, modern crowd if you use their products. It’s less
about the quality of the product and more about the reputation the product
passes on to the consumer.
Much of this brand has been established through video. In
addition to the commercials, Apple products are used in many top TV shows.
The characters on NBC’s comedy “30 Rock” all use MacBooks, iPhones and iChat. Does Apple pay for the spotlight? The
show’s creator, Tina Fey, stated in the show’s earlier years that no product
placement deal is in place. The use of the Apple products is simply a
reflection of real life in the entertainment business. (Whether that situation
has changed over the years hasn’t been discussed, but the show continues to use
the products in plentiful amounts.)
Whether the feature is purposeful product placement or not,
the power of video is still demonstrated. Consumers see their favorite characters or actors using the
products and hear them talking
about them, and they want to as well. Seeing and hearing is something that can
occur on no other medium.
Video can even be used to express grievances. Case in point:
Verizon’s new anti-Apple commercial. The
commercial uses the signature solid-color background and mellow music, in
addition to the signature lower-case ‘i’ Apple is known for. Although the video
is critical, it still contributes to Apple’s marketing because the Apple branding
is used, critical or otherwise.
Summary of today’s lesson: Video is all around us. It is
used to brand. It is used to copy. It is used to criticize. It is used to
demonstrate how to be hip, modern and cool in a manner no other medium can
provide.
How do you use video to market your product?
Alyson (follow me @alyandthecity)
It’s official, kids. Social media has officially invaded
popular culture.
Last Thursday, the highly anticipated, hour-long wedding
episode of “The Office” aired. As an
avid “Office” fan, I was pumped. I laughed. I cried. I decided my next goal in
life is to find myself my own Jim Halpert.
The end of the episode came around, and I was happy with
what had happened so far. And then, it happened. Some crazy hand signals
occurred, Dwight plugged in an iPod, and I knew what was coming — a spoof of the JK wedding entrance dance YouTube sensation.
(Here’s the original video, if you have been living under a
rock and haven’t seen it.)
Was I watching a sketch comedy show? Nope. “The Office” is
definitely a sitcom. Was I watching a Youtube spoof of another Youtube video?
No, not that either. There’s only one explanation: Social media is so engrained
in our society that it’s being written into popular TV shows. A Youtube
sensation is now part of a script, and the viewers recognized exactly where the
spoof came from when Michael, Dwight, Kelly and the rest of the gang started
dancing down the aisle.
This occurrence is further proof that social media is here
to stay. Some people may still not understand the full impact or the best way
to use social media outlets, but it’s officially a part of our culture.
What other examples have you found of the amazing social
impact of social media? Have any of your favorite TV shows integrated Youtube
or other social media outlets into their plotlines? As always, please share!
Alyson (follow me @alyandthecity
<http://www.twitter.com/alyandthecity)
New Blendtec video is a Ford Fiesta Promo: A+
So I love the Blendtec YouTube Videos and the buzz they create. They launched another yesterday. And in my opinion. Boring. Sell out. Rubbish. Still 22K views in one day. Not bad right?
Some thoughts:
- It can't blend Boron Steel (guess Fiesta's must be safe then)
- It can blend left over food, crap sitting around in someone's brand new car, ice and a couple of Brittany cds.
- But – it is brilliant that they probably got Ford to pay for a product placement! Good job guys! Love it when social media marketing can pay for itself!
5 innocents that spent 15 minutes – then poof!
Fifteen minutes of fame. They say we’ll all get ours at some point in life. Some people work for years to have a chance at those precious minutes. Others depend on the right time and place. A few log on to Youtube and click ‘upload.’
As the summer is wrapping up and, consequently, major procrastination time is coming to a close, let us take a moment to remember those Youtube stars whose innocent video shot them to international fame…for a short time.
Charlie Bit Me
It all started with a mom capturing a funny moment with her two sons. It ended with international fame, British talk show airtime and countless parodies by fans. Although Harry and Charlie’s other videos haven’t warranted as much attention as the initial nibble — the original video has more than 113 million views — the phrase “That really hurts!” said in a British accent will forever make people smile and envision these British boys.
Chris Crocker
Who is this, you ask? Well, you might recognize him by his most famous words, “LEAVE BRITNEY ALONE!” He shared his love and passion for Ms. Spears in a dramatic and tearful video posted in 2007 and became the automatic punch line to every late-night talk show joke. Since that time, Chris has expanded his topics of passionate rant. If you’re interested, check out his Youtube page <http://www.youtube.com/user/itschriscrocker>.
David After Dentist
The backlash toward David’s dad has been intense. Bill O’Reilly <www.foxnews.com/oreilly> was infuriated at the so-called “exploitation” of David. When David and his dad were on Tyra Banks’ show <www.tyrashow.warnerbros.com/> and “Today,” <www.today.msnbc.msn.com> the question of exploitation was brought up. Some commentors loved it. Others agreed with O’Reilly. But we’re not here to discuss morals. We’re here to pay homage to a video that generated national buzz and nearly 27 million views on the original video.
Kittens Inspired by Kittens
This five-year-old girl is an impressionist. She looks at pictures of kittens and creates what they’re thinking and/or saying. Like the others, her initial success prompted other videos and appearances on talk shows everywhere. I’m just waiting for this kid to get a movie or TV show deal…
Obama Girl
Obama Girl has the 2009 Presidential Election to thank for her 15 minutes. Her first music video, “I Got a Crush…on Obama,” was posted in 2007 when President Obama was an Illinois senator, but it took a few years for her to be a household name. Amber Lee Ettinger, as she is less commonly known, became a well-known face during the 2009 election season, appearing on magazine covers, comedy shows and several cable news channels, including Fox News <www.foxnews.com> and MSNBC <www.msnbc.com>. At least she was politically impartial where her publicity was concerned…
Where are these Youtube sensations now? Who knows? Who cares? Their 15 minutes are up. Whose are next?
- Alyson (follow me @alyandthecity)
Indianapolis’ Scofield Editorial captures vendor client relationship dark side
If you live in the marketing, PR, social media, website, or any related field – you can feel this Youtube video. The metaphors are spot on. The virality was presumably driven purely by word of mouth – I’d say email, facebook, and twitter. Its very clever. Here’s a quick look at some of the results:
- Comments: 1,079
- Favourites: 7718
- Ratings: 3.053
- Average rating: 4.91
Consider that this video is B to B, and the 1,013,255 views are more impressive. Also interesting is that the most popular demographic is male 35-64 broadly. Nice job, Scofield Editorial – I’d say they deserve an award for great Indianapolis social media usage! Content is king! I’d be interested to see how they’ve used the virality to generate additional business.
So why haven't I been back?
Last year, while I was out on a photo shoot with my colleagues Chad Richards and Mark Juleen, I was introduced to Chick-fil-a and the experience was caught live on camera. I'd watched videos on YouTube, heard hipsters rave about its low brow appeal, heard the buzz on about how great it is that its closed on Sunday, my wife raving about the awesome waffle fries and fresh lemonade, and much more.
During my visit, maybe because we had a camera, the service people engaged heavily with us. I had a great time and we left. The video that we shot was funny and was dripping with cheese by the time we posted it on YouTube.
Yet a year later, I've never returned to Chick-fil-a, despite the chicken tasting very good at the time. Here's the video:
I've tried to examine why I've not returned and here's what I think.
- I don't care if its closed on Sundays. And being closed is frankly inconvenient for me. Religion is not part of my buying criteria.
- The bun sucked. The fries weren't exceptional.
- While the chicken was good – it didn't make me happy like the way YATS does (disclaimer YATS is a client) nor was it any more memorable than any other fried item. I'm suspicious of fried things in general though.
- I think I realized I felt guilty for being the one person that hadn't been there. But now that I've been I don't care?
- There isn't one even remotely close to me.
- Although even with the camera, I felt the service really was damn good. But great service isn't enough to make me return to a fast food place. In fact, there is a fast food mexican place that has awful service in the mornings and I still go.
- Great word of mouth or YouTube videos aren't enough to make me go back?
- If I had to choose between McDonalds, Burger King or Chick-fil-a (none of which I ever eat) – I would choose Chick-fil-a. But, um, it hasn't happened yet.
So why do you think I haven't been back? Why isn't the unexpected buttery goodness calling me back? Why don't I want to feel like I've just arrived in America again for the first time?
