Mariamz

Posts Tagged ‘youtube

It is estimated 67% of online searchers are driven to search by an offline channel. Connecting the offline, to the online, and back again, is exactly what Rijksmuseum did here – creating a fantastically shareable video and image, driving immediate and sustained buzz and massive queues at the opening these theatrical types were promoting..

Hat tip: Clairey Ross

Is it context? Is it content…..? What is communications royalty this week…? Or shall we dispense with three word hyperbole and give ourselves over to wanting, and the reality of needing to manage, it all?

In this case we will need structure, and structure which takes us beyond flat content calendars… toward integrated engagement across all of our earned, owned and paid channels. This can be captured in a calendar which orders our engagement themes and channels and enables us to plan (simply, visually) for balance in what we say and do, in line with our communications strategy.

Win a pair of Butterfly Twists with Confused.com    How to win:    1. Follow Confused.com on Pinterest    2. We will then add you as a contributor    3. Pin a picture on our 'Driving in Heels' board of yourself wearing your most extravagant heels and then label it 'I want to win a pair of Butterfly Twists with Confused.com'      Full terms and conditions: http://www.confused.com/privacy-and-security/terms-and-conditions/butterfly-twists-giveaway-terms-and-conditions

Great concept from Confused.com – presumably in collaboration with Butterfly Twists.

Of course, as YouTube commenter unreal203 pointed out:

There are tens, if not hundreds of millions of women all over the world who drive in heels every day with no problem. It’s not a hard skill to aquire, if it can even be classified as a skill at all. Real women do it in heels.

unreal203

Haha. Too true. And IMHO if a woman was running the competition you’d also get a fabulous pair of heels to change into / out of thrown in as well as the sensible flats… So it’s a bit of a gimmick that doesn’t quite get how a women might see all this. But still. All in all it’s nicely done:

  • Integration of YouTube video and Pinterest board
  • Creatively delivered play on social object (heels) that women (including me) already love to share on Pinterest
  • Interesting (almost) civic message on road safety which ties back to brand (insurance) proposition.

People spend a lot of time watching frivolous, ridiculous video online – so Ogilvy Cape Town developed an innovative ‘YouTube interventions’ campaign for Forever Wild based on this insight.

Forever Wild is aiming to gather support from the public and various stakeholders to help fight against rhino poaching in South Africa and save the rhino from extinction.

For the ‘YouTube interventions’ campaign over 60 frivolous trending videos (and some classics) were adapted to include messaging encouraging people to join the fight against rhino poaching and sign a petition.

Targeting people who actively searched for silly viral videos, these ‘Trojan Horses videos’ forced viewers to confront the reality of how they spent their time online and do something positive for a cause.

With PR horror stories in mind of where brands have attempted to subvert trending terms for their own gain… this was a somewhat risky strategy. The video mentions some people were indeed annoyed by the manipulation. But for such an important cause, Ogilvy could get away with it… this once at least.

I’m not sure YouTube would be amused if this tactic is widely repeated, but this campaign shows how understanding people, their viewing habits and specific platform capabilities can be utilised for innovative campaigns that drive awareness and social action.

The results: Ogilvy claim they gained over 300,000 YouTube views, over 11,000 Facebook likes, and petition signatures increased by almost 400%, enough to present a strong case to Congress later in 2012. And all this with $0 spent.

Kit-kat’s new branded iPhone app taps into an incredibly important element of the digital-social-mobile mix: mood.

The Shake and Break app has an editorial element (picking the best videos for a given mood) and then sprinkles on top the ability to use the motion sensor to pick a random selection.

As the late, great Ciborra said, we are always in a mood.

While broadcast advertising and media has previously had to rely on throwing the same messaging at people regardless of how they feel… our new communications environment enables us to tap into the dasein… the person, at that precise moment, in relation to the world.

KitKat shows with this branded app how UGC can be used in combination with editorial input to give people a means to consume media in line with their mood at an exact time – rather than, or in addition to, age, gender, location, or other such targeting.


This blog is about utilizing and optimizing the social web for business, pleasure and social change

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