Posted by Abe Sauer on March 26, 2013 11:24 AM
At 30 million views, does it matter if it's real? Pepsi MAX's branded viral hit "Test Drive" is set to pass the 30 million mark on YouTube and the brand is beginning to roll out edited versions of the video for TV that will drive back to the longer original online. But at 30 million views, how many who would want to see a disguised Jeff Gordon take a used car salesman for a spin haven't yet seen it?
"Test Drive"—created by the TBWA\Chiat\Day LA agency—is Pepsi MAX's second branded viral to surpass 20 million views on YouTube. Two of the brands other videos are well over 10 million combined—an astonishing record of branded content success. branchannel spoke with the brand and the creator behind Pepsi's other viral hit, Uncle Drew, about branded content and their (secret) next project.Continue reading...
Posted by Shirley Brady on February 15, 2013 06:29 PM
It's the dance trend that will not die. Watch Lululemon's Harlem Shake (yoga-style) version above, and below, Pepsi's two Harlem Shake videos and other brands shaking their thang worldwide, from Australia to Israel:Continue reading...
social media watch
Posted by Dale Buss on February 15, 2013 05:32 PM
Two strikes and you're in the hole. That's where Chrysler stands with social-media mistakes today after the company took down (as we suspected they might) a timely but insensitive promotional video on YouTube that was first noted by brandchannel Editor-in-Chief Shirley Brady.
The four-second video depicted a Dodge Viper that had been edited into a video to look like it was riding on the meteor that exploded over Russia's Ural Mountains today with the power of an atomic bomb, its sonic blasts shattering countless windows and injuring about 1,100 people.
Titled "Viper Rides Meteor" on the Chrysler Group's PR-managed Pentastar Video YouTube channel today, the short clip came with the description: "Yeah ... it's that fast. The SRT Viper outraces that meteor :)" Actually, the pricey sports car has a top speed of about 206 mph, Road and Track says. Russian authorities estimated that today's meteor was traveling at about 30,000 to 45,000 mph when it cracked up.
A Chrysler source told brandchannel that the company was still investigating how the tasteless video percolated through internal procedures to reach its public YouTube channel. It's not the first time Chrysler has been so embarrassed on social media, either. In 2011, what Chrysler said was a compromised Twitter account led to a vulgar tweet that read, "Whoa -- What? RT @chryslerautos: I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f------ drive."
Posted by Shirley Brady on February 15, 2013 02:10 PM
Chrysler's Dodge Viper brand released a video titled "Viper Rides Meteor" on the Chrysler Group's Pentastar Video YouTube channel today, with the description: "Yeah...it's that fast. The SRT Viper outraces that meteor :)"
With more than 1,000 people injured, not to mention the brand's recall over airbags today, it's bad timing and taste for a video — let alone a smiley face. Watch it below.Continue reading...
Posted by Sheila Shayon on February 8, 2013 04:22 PM
Oreo’s quick response to the Super Bowl power outage is in the branding history books by now, given it took the cookie brand just 20 minutes from the time the lights went out to create and tweet the image at right, along with its customized tagline: "You can still dunk in the dark.”
The twitpic went viral, was retweeted more than 17,000 times and won the Twitterverse award of the game's “Ad Bowl.” The Wall Street Journal called it "culture-jacking" while CNET called it "brilliant," and the brand saw its Instagram following soar. Even Scott Monty, global head of social media at Ford, tweeted that Oreo "gets it."
Writing for the Harvard Business Review's blog this week, B. Bonin Bough, VP Global Media and Consumer Engagement for Mondelēz International, which owns the Oreo brand, seized upon the success.
“The ubiquity of digital technology and mobile devices enables people at far corners of the globe to share moments together, regardless of where they're located, their economic status, or how old they are," he wrote. "By focusing content development around these shared cultural moments, marketers can transcend the demographics-driven targeting that has for so long defined the industry, reaching more people in a more relevant way.”Continue reading...
Posted by Mark J. Miller on January 3, 2013 01:14 PM
People may seem to do anything they can to avoid commercials but there are some that they actually choose to watch. YouTube has compiled a list of 2012’s Top 20 ads uploaded by brands on its site, and it shows that consumers actually chose to watch a few ads, billions of times, last year.
How YouTube defined most popular: "The 2012 YouTube Ads Leaderboard celebrates the U.S. ads that most moved audiences through a winning combination of promotion (paid ads) and popularity (organic views)." The tally captures data as of Dec. 6th, 2012.
While Nike's Nike Football channel took the top spot with "Nike Football: My Time is Now," Old Spice led the pack with four ads in the top 20. Nike and Volkswagen each had two ads on the list.Continue reading...
social media watch
Posted by Shirley Brady on November 21, 2012 02:17 PM
It's amazing it's taken The Onion this long to create a video spoof of social marketing, with a mock social media TED Talk, above, featuring a social media charlatan talking about how he scammed Cheetos, Shell and Speed Stick. Below, watch some other classics of the social/digital guru takedown genre, including Adobe (which has a couple of horses — Adobe Analytics and Omniture — in the social ROI race), whose "BS Detector" video is featured on the Onion's homepage today; the BBC's London 2012 "Perfect Curve" mock digital agency; and the 2009 (NSFW) classic, "The Social Media Guru."Continue reading...
Posted by Michael Waltzer on October 22, 2012 03:30 PM
As a viral marketing ploy for the upcoming film Monsters University, Disney's Pixar animation studion has launched a clever website promoting not the movie, but the university that Sully and Mike learned their chops for Monsters Inc. The website is real, but the university (unfortunately) isn't. This isn't your normal run of the mill movie website, either — there is plenty of depth and room to explore the world of the movie (which comes out in June) and its campus setting.Continue reading...