BMW's Viral Video Stunt
This video has been on the web for a few months now. Its a mockumentary that BMW and their agency put together. It centers around a small German town that plans to launch a BMW car across the Atlantic Ocean. Initially, the car company didn't acknowledge that they had anything to do with it, but then admitted they were behind it.
What are your thoughts? Should company's be more forthright in their use of videos like this? Do you find it backhanded that they would produce something just for it to go viral?
Additional Resources:
Was BMW’s Viral Marketing Stunt Really That Risky to the Brand?
CNN - Viral Video Launches BMW
What are your thoughts? Should company's be more forthright in their use of videos like this? Do you find it backhanded that they would produce something just for it to go viral?
Additional Resources:
Was BMW’s Viral Marketing Stunt Really That Risky to the Brand?
CNN - Viral Video Launches BMW
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Free Trade Ideas - YouTube Promo & Cultural Phenomenon
So let's say you're a Mom and Pop ice cream shop or even Ben & Jerry's for this matter. What could be a better promotion than embracing social media and integrating it with the latest cultural fad? Not only do you get your customers (and potential customers) involved with your brand, but you also make it fun for them and leave a lasting impression.
This is how I see the promo set up, but feel free to add you own twist on it. Start a YouTube page for your business - they're free. Encourage your customers to upload their best performance of one of the greatest lines from There Will Be Blood - "I drink your milkshake." Promote the effort on your website, company blog, in-store promotions and to your best clients. Have a definitive start and end date in mind. At the end, have the community vote on they think gave the best rendition of the movie. Have a screening of the movie for all participants, give away prizes such as a years supply of milkshakes or let the winner be in your next company commercial.
Not only to get free PR out of the effort, but you create goodwill and get your customers talking. They'll share their story and videos with their friends. Their friends will want to take part in the promotion and before you know it, you've got life-long engaged customers. Now the tough part comes when you have to do your next promotion.
This is how I see the promo set up, but feel free to add you own twist on it. Start a YouTube page for your business - they're free. Encourage your customers to upload their best performance of one of the greatest lines from There Will Be Blood - "I drink your milkshake." Promote the effort on your website, company blog, in-store promotions and to your best clients. Have a definitive start and end date in mind. At the end, have the community vote on they think gave the best rendition of the movie. Have a screening of the movie for all participants, give away prizes such as a years supply of milkshakes or let the winner be in your next company commercial.
Not only to get free PR out of the effort, but you create goodwill and get your customers talking. They'll share their story and videos with their friends. Their friends will want to take part in the promotion and before you know it, you've got life-long engaged customers. Now the tough part comes when you have to do your next promotion.
Stay Hungry, Stay Foolish
Saturday- August 18, 2007 Filed in: Branding
Upload a video to YouTube - Marketing your Business
Placing an online video on any of a number of sites gives your clients and customers the idea that you know a little more than the next guy. Not that you're not already talented as it is, but when a potential customer sees a video entry on your site it moves the scales in your favor. To the customer they are getting a sense of the type of service you offer and the knowledge you have without even having to take out their checkbook.
For example, lets say you are a local landscaper. By creating just a simple video about planting a tree or maintaining your lawn you are now looked upon as an expert in their mind. Therefore, when they decide to buy, you are the one they choose because it's comfortable and they know what to expect.
So, before you can become the "go to guy (or girl)", you must know how these new web technologies function. There are numerous services, but I'm going to keep with YouTube in this example simply out of simplicity sake. YouTube is probably one of the easiest video sites to use out of the bunch in my opinion and their recent acquisition by Google makes they even more of a powerhouse.
Step 1: Know what type of video to create
YouTube accepts video files from most digitial cameras, camcorders and cell phones in .WMV, .AVI, .MOV, and .MPG file formats. Have no fear if you are unaware, these are standard outputs on most equipment. If you are familiar with video details, YouTube recommends a resolution of 320x240, MP3 Audio and a speed of 30 frames per second.
Step 2: Create you video / Create your YouTube account
Create your video and transfer to your computer. Most cameras and camcorders have USB or Firewire output. A simple plug and play should do the job.
If you don't have a YouTube account yet, go to YouTube.com and create your unique username and password. It takes less than a minute and they won't spam you.
Step 3: Upload video to YouTube site
While logged in, click "Upload Video" in the upper-right-hand corner of just about any page within YouTube.
Step 4: Enter your video information
Input as much information as possible, include Title, Description, Tags (one-word descriptors such as tree, landscape, lawn) and Category. The more info you supply, the easier it will be for users to find your videos
Step 5: Find that file
In the next window, click the 'Browse" button to find the video located on your computer. YouTube takes your file and converts it to a flash file so it can be shown in all web browsers without any special equipment.
Step 6: Determine Public or Private
If you want everyone to be able to see your video (which I'm sure you do in this example), make sure to click Public.
Step 7: You become an online video star!
Click "Upload Video" and your video is magically taken to YouTube wonderland.
After you have created your video and uploaded to your site, YouTube supplies two pieces of information that allows you to easily pass your video on to your customers.
A good idea for the URL tag would be to place it in your e-mail signature or as a link to your customers in their monthly e-mail or newsletter. Once typed in, the URL will take the user to the exact page within YouTube where the video is placed.
If you want to get a little more fancy, you can copy the Embed code and insert it within your web site or on any electronic communication. This feature will pull the video right out of YouTube and integrate it within your site.
Additional Resources:
Making and Optimizing your Videos
Adding YouTube videos to your web site or blog
Policy on Copyright information
For example, lets say you are a local landscaper. By creating just a simple video about planting a tree or maintaining your lawn you are now looked upon as an expert in their mind. Therefore, when they decide to buy, you are the one they choose because it's comfortable and they know what to expect.
So, before you can become the "go to guy (or girl)", you must know how these new web technologies function. There are numerous services, but I'm going to keep with YouTube in this example simply out of simplicity sake. YouTube is probably one of the easiest video sites to use out of the bunch in my opinion and their recent acquisition by Google makes they even more of a powerhouse.
Step 1: Know what type of video to create
YouTube accepts video files from most digitial cameras, camcorders and cell phones in .WMV, .AVI, .MOV, and .MPG file formats. Have no fear if you are unaware, these are standard outputs on most equipment. If you are familiar with video details, YouTube recommends a resolution of 320x240, MP3 Audio and a speed of 30 frames per second.
Step 2: Create you video / Create your YouTube account
Create your video and transfer to your computer. Most cameras and camcorders have USB or Firewire output. A simple plug and play should do the job.
If you don't have a YouTube account yet, go to YouTube.com and create your unique username and password. It takes less than a minute and they won't spam you.
Step 3: Upload video to YouTube site
While logged in, click "Upload Video" in the upper-right-hand corner of just about any page within YouTube.
Step 4: Enter your video information
Input as much information as possible, include Title, Description, Tags (one-word descriptors such as tree, landscape, lawn) and Category. The more info you supply, the easier it will be for users to find your videos
Step 5: Find that file
In the next window, click the 'Browse" button to find the video located on your computer. YouTube takes your file and converts it to a flash file so it can be shown in all web browsers without any special equipment.
Step 6: Determine Public or Private
If you want everyone to be able to see your video (which I'm sure you do in this example), make sure to click Public.
Step 7: You become an online video star!
Click "Upload Video" and your video is magically taken to YouTube wonderland.
After you have created your video and uploaded to your site, YouTube supplies two pieces of information that allows you to easily pass your video on to your customers.
A good idea for the URL tag would be to place it in your e-mail signature or as a link to your customers in their monthly e-mail or newsletter. Once typed in, the URL will take the user to the exact page within YouTube where the video is placed.
If you want to get a little more fancy, you can copy the Embed code and insert it within your web site or on any electronic communication. This feature will pull the video right out of YouTube and integrate it within your site.
Additional Resources:
Making and Optimizing your Videos
Adding YouTube videos to your web site or blog
Policy on Copyright information