Viral Videos Delight Audiences, Boost Brands

Posted by Jeordan on January 31, 2010

Done right, and with a bit of luck, a viral video can yield millions of views, a heap of media buzz and maybe even some sales.

But these catchy films also let people see the humanity of your brand. Video content can make people feel good about you, your company and your products. And those positive vibes are priceless.

Here are some examples I like.

Dancing Inmates Promote Michael Jackson’s ‘This Is It’
Sony is banking on hundreds of prison inmates performing a dance routine inspired by the Michael Jackson documentary “This Is It” to sell copies of the film’s DVD.

156 Countries Sing Together for the Starbucks Love Project
On Dec. 7, Starbucks posted this feel good video of people around the world singing “All You Need Is Love.” They also launched Starbucksloveproject.com, where visitors can upload webcam videos of themselves belting out the song. Brew up some good feelings and, hopefully, lattes will sell.

Coca-Cola Smiles Thanks to ‘Happiness Machine’
This video captures the unscripted reactions of college students as a Coke machine doles out free soda, pizza, flowers, balloon animals and more. You can’t help but feel good watching this.

Piano Stairs Take Volkswagen to the Top
The Fun Theory inspires the audience, encouraging people to come up with fun ways to do the right thing. Watch all the videos at TheFunTheory.com, and you’ll learn how the amusing campaign earned Volkswagen a fun new ethos.

Sony Celebrates JK Wedding Dance
Sony could have laid down the law, demanding that this couple strip out Chris Brown’s song “Forever” from their wedding video. Instead, Sony saw the millions of viral views as a chance to sell more Chris Brown music. Smart move, Sony.

Share Your Favorite
Which one of these do you like best? Do you have other examples of viral videos that are helping brands? Leave me a comment and share your thoughts.

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Better Content Means Better Business: Why You Should Read ‘Content Strategy for the Web’

Posted by Jeordan on January 23, 2010

Kristina Halvorson talks content strategy from Andy Santamaria on Vimeo.

If you want to create usable, relevant content for your Web site, then Kristina Halvorson has a book for you.

A brisk read, Halvorson’s “Content Strategy for the Web” lays out:

- The business value of a content strategy.
- How to audit and analyze your content.
- How to make smarter decisions about content.
- How to keep your content current.
- How to structure your content team.

Content creation can be messy. But in 172 pages, Halvorson shows you why content strategy’s time has come.

You’ll learn the ins-and-outs of making informed, achievable content decisions. And why “creating useful, usable content requires… people. With experience. And insights. And judgment. It requires planning. And input. And time. And money.”

So, go ahead, download the free sample chapter, buy the book and you’ll soon see why you need to hire one of us.

After all, isn’t content your brand’s biggest asset?

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If Gatorade’s ‘Ball Girl’ Ad Is Good Viral Video, Let There Be a Cure

Posted by Jeordan on October 18, 2009

The folks who market the sports drink Gatorade duped my friends and me on Facebook this week.

We were dazzled by a year-old clip showing a ball girl making Spider-Man-like moves up an outfield wall to catch a foul ball during a minor league game. We shared the video with our friends, celebrating the ball girl’s amazing feat and making comments such as “that rocks” and “great video.”

Then, a couple of days later someone pointed out we had been hoodwinked. The video is an ad to promote Gatorade. It was shot using a stunt woman attached to wires. The campaign, according to Snopes.com, was created by Element 79, a Chicago ad agency that also makes commercials for Amway.

Gatorade told the media it had shelved the ad and has no idea how it got posted on the Web. But with more than 2 million views on YouTube and many more on sites such as Facebook, the company is not complaining.

“This has all been a pleasant surprise, so why not let it happen?” Gatorade spokeswoman Jill Kinney is quoted as saying.

Unless you’re in the business of selling lies, you should be worried, Gatorade. There is no mention of your product during the video and, near the end of the clip, a bottle of Gatorade briefly appears next to the chair where the ball girl is sitting. We missed the subtle product placement.

Authenticity matters in the social media world, and the Gatorade brand just took a hit. There’s nothing wrong with making a viral video that uses digital wizardry to get people buzzing about your product. But be up front about what you were doing, and get noticed for being clever, not for being misleading.

Have you seen any other examples of misleading corporate viral videos? What are the best examples of companies using viral videos to reach the public?

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