Want to Know What A Great Viral Video Looks Like?
Social media is no longer a phenomenon for most businesses. Many have yet to jump into the mix, but we no longer need to spell it out for them. That’s progress people! As for where social media is going, we’re looking at web video and mobile, from my perspective. I love videos. They are funny, you get to see someone in real-time, and you can connect with and share them so easily. Many videos are funny or inspiring—and can’t we all use some humour or inspiration now and then?
Today’s post is just about that inspiration video can provide. As you and your company discuss what’s next for you, I hope you will take the time to watch these innovative videos posted on one of my favourite sites, Mashable.com. Posted by Josh Warner, he says “Regardless of the approach, the key for marketers is a solid understanding of what a brand is, who is the brand’s audience, and what moves them.”
It is that simple. Know your brand, know your target audience and what is going to move or inspire them. The outcome? They will want to share it, talk about it and better yet, become your brand evangelists. Grab their attention, reach the masses and gain millions of page views in the process. I look forward to your inspiration!
Best Nicole
2009’s crop of top viral video advertisements show us that people are willing to embrace a host of creative approaches on the social video Web, from beguiling mini-films, to user-generated advocacy, to YouTube celebrity endorsers, to elaborate commercial-grade productions. That’s good news for creators.
Regardless of the approach, the key for marketers is a solid understanding of what a brand is, who is the brand’s audience, and what moves them. Strangely enough, this formula sounds like traditional advertising. This year’s Top 10 is certainly a glimpse of how the viral video ad business is evolving, and as marketers, what we can learn from that evolution.
1. Inspired Bicycles
Advertiser: Inspired Bicycles
Ad Agency: N/AWhy it works: Inspired Bicycles’ team rider Danny MacAskill scales fences in and around Edinburgh, Scotland. The video is as mesmerizing as its hypnotic soundtrack from music group Band of Horses. It’s a solid example of how a brand pursuing a niche market – mountain bike trailblazers – can reach the masses with a brilliant viral video execution.
2. SIGNS
Advertiser: Schweppes
Ad Agency: Publicis Mojo and @RadicalMediaWhy it works: A love story with few words, Signs compels you to watch until its poignant end. It conclusively dispels the myth that viral video executions must be short and gimmicky to grab your attention.
3. Piano Stairs
Advertiser: Volkswagen
Ad Agency: DDB StockholmWhy it works: “Take the stairs instead of the escalator and feel better” is something we hear but didn’t often see until this sly video from Volkswagen appeared on the Web. It’s part of an inspiring campaign, The Fun Theory, that encourages people to come up with fun ways to “do good.” The video itself did well indeed, imbuing Volkswagen with a fun new ethos and racking up millions of views in the process.
4. BooneOakley.com
Advertiser: Boone Oakley
Ad Agency: Boone OakleyWhy it works: Boone Oakley, an ad agency from Charlotte, North Carolina, uses an interactive YouTube video to tell its story and showcase client work. Audacious and attention-getting, it puts the young company on the short list of ad agencies who get it.
5. Hosting Your Party
Advertiser: Microsoft
Ad Agency: N/AWhy it works: This is the ultimate anti-viral: a video that generates millions of views simply because of how profoundly it misses the mark. Comments have been disabled, but all you have to do is talk to someone you know who’s watched it to know why it was so generously passed around.
6. YouTube HD Camera Trick Challenge
Advertiser: Samsung
Ad Agency: Viral FactoryWhy it works: One cunning way to get people talking about and sharing your video is to make them wonder how you shot it in the first place. Samsung went to great lengths to protect the “trick” in the video for their new HD camera phone, which got tech geeks riled up to try solving the puzzle. Geeks happen to be the audience most likely to buy the HD new camera phone, which is why this video makes our Top 10.
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