The Video View
- About
- Video news elsewhere
- formats in search of audiences
- how short is short?
- Is Hulu more important that Time Warner Cable?
- last.fm and smartclip tie the knot
- MLB.com added to Little Roku
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- UK Commercial TV viewing shows an upswing
- what are the differences between in-stream and in-page video ads?
- why the JK wedding is a successful viral
- Why you need to be using video on your site…
- YouTube finalises revenue share for video partners
- YouTube to turn profit?
Archive for category brands
Mustang Emotions
An old acquaintance of mine, Cary DiCristina, is a screen writer and he recently let me know about a project that he has been involved with for the launch of the next Mustang in 2010. It is a short film competition where the main theme is ‘I love(d) that Mustang so much……’
The basic premise is that a Mustang can spark up such strong emotions, wouldn’t you want to be a part of that? On a similar note to the Nike Debacle post the other day – this is a large advertiser looking to use online video in an engaging way, encouraging the user to seek it out voluntarily. Sure there will probably be a TV/Radio/Newspaper/Magazine spot to accompany the campaign but since the majority of the action is through the website it makes sense that this is where the campaign lives.
The fact is that this is a campaign about emotion, everybody’s emotions about a Mustang are different so rather than try and force a one size fits all ad campaign through everybody’s eyeballs, it works better to invite them in to get content that they can control (hopefully enjoy) and feel good about. I don’t know what metrics Ford are hoping to get out of the campaign but if the quality of the submissions for their short film collection are anything to go by then it must have been a success. If you would like to see Cary’s then please watch The New Girl.
Adobe gives Nike a little XD factor
thanks to the lovely emma for the pointer to this film.
if you are a fan of any niche sport – the chances are that at some point you will see a video of other people far more proficient than you are, making amazing things look easy and providing the perfect product positioning for a sponsor’s products. The latest one that I have seen is from Nike SB (skateboard). It has such high production values that even when viewed through a browser the quality of the video surpasses that of most DVDs.
The skate action is amazing but if you err on the technical side then you can see that the video quality when streamed over a fairly standard broadband line is phenomenal. Apparently Adobe helped quite a lot with this side of thigs with their new video products. Well done to them.
Is this advertising? Of a sort yes – product placement is increasingly being seen as a way to cut through the clutter of other online advertising methods. Are Nike tracking how many people buy their shoes who have also see the video? Probably, probably not. If someone watches the video and then goes straight to nikestore.com and buys then they’ll be tracked but for offline purchases the same dliemma of old media applies. How can you track someone who sees a TV, Magazine or Outdoor ad?
Increasingly big brands will give their consumers content which they want to give them a warm fuzzy feeling about the brand. Nike has been successful in doing this. Hopefully other large brands will see the possibilities and instead of holding back from pure branding exercises on the internet will get stuck in, be proud of their products and what people do with them and move on from allowing click-through-rates to be the only online measure that counts.
