While a MINI Cooper isn’t a car I would be caught driving (maybe it’s because I’m 6’2’’ or maybe it’s because they are just so damn ugly (imho)), I am a strong advocate for their use of social media. Last year MINI launched this campaign which basically lets users hold the print ad in front of a web cam and see an animated 3D MINI pop-up on the page…pretty cool right??
Yesterday they caught my attention again with this video for the new MINI Clubman. This takes the word “viral” to a whole new level. Not because it’s a video that’s going to spread rapidly (although it might), but because the guys talking realize they are in fact part of a viral video!
I think MINI took a very creative approach with this video and am eager to see the results. What are your thoughts? Think we will start to see more companies realize that viral isn’t something that can be created but instead it’s something that just happens?
At first I was a little hesitant watching the Evolution of Dance 2. I thought o man here’s another company trying to make a “viral video,” using the popularity of the most successful YouTube video of all time (see original EOD). Then I watched the video again and thought to myself ok it’s not so bad - not as good as the first one, but it’s entertaining. Well it’s been 2 days since I first saw the video and there is already over 1.5 million views (I first saw it with 200K views). I think it’s safe to say the video worked and can be considered viral at this point.
If you haven’t seen it….
In my opinion, there were other components to this campaign by Savology.com that contributed to the video’s success. If you look at the micro-site, they give you several opportunities to engage: (1) A sweepstakes to win a Smart car, (2) a distributable component that lets you upload images of you and your friends into the video and dance along with Judson, and (3) allowing people to submit user-generated content as they show off their “money saving dance.” Side note: they introduced the dance contest via a video response to the EOD2 video – good thinking I feel that the key to a successful social media campaign is ensuring that multiple components are linked together which entice audiences to share and participate.
An example of a campaign that leveraged a popular YouTube video but failed to return results was the “Post it Experiment,” done by the same guys who started the Mentos and Diet Coke phenomenon. The video was sponsored by some company looking to promote some crappy animated tv show. To my knowledge they didn’t use anything else but that video and only yielded about 400K views in 4 months. That sucks! You should’ve asked me to create my own post it experiment or asked me to guess how many post its were used for a chance to win something - that would have been cool. (Did you even know about this video before I wrote about it?)
I know that asking for something in return might seem selfish but c’mon my time and viewership is money in your pockets! Kudos to Savology.com for giving me something (hopefully a car/iPod) in return (see you’re campaign worked I wrote about it )
This campaign by MoveOn.org is awesome! What a clever way to get voters to wake up and smell the coffee. When I was 18 I cared less about voting. I mean yeah it was cool and all to be able to do it, but I knew that my vote didn’t count…. Or so I thought.
I like this viral campaign (and by viral I mean about 8.8 million personalized videos
sent to date) because it shows the consequences of what would happen if you didn’t vote and it could be traced back to you or in this case your friends. Its a fun way to personalize the “go vote” message. Please note: I’m not taking political sides with this post, I just thought this was a great way to drive people to the polls.
By the way, the lady at :42 is F*n awesome! HAHA
Make your own video and send it to your friends at CNNBC VIDEO <— clever name
CC Chapman pointed me to this video yesterday and at first glance I have to say it was pretty cool. I’m still not quite sure if it’s real or not but that really doesn’t matter. What matter is that its entertaining. OK now that I’ve got the good plug out of my system its time to tell you what I really think….
I think that this video is sponsored by Nike. At the beginning the girl clearly puts down the ball so the logo is showing perfectly. Coincidence? I doubt it. When I looked closer to investigate where the video originated from I realized that the same MySpace user added the video of Kobe Bryant jumping over a car – another ad for Nike. Seeing the trend yet?
As for the MySpace user “Nun of Your Business” who uploaded the videos, if this is Nike’s agency then clearly they need to re-read the Social Media 101 handbook for the chapter on being transparent. If people are going to take the time to watch your video the least you can do is make some sort of information available on where it came from. I’m not saying plaster “we work for Nike” all over your MySpace page, but be honest with the people that will eventually be buying the sneakers or soccer ball you’re promoting. Create the page on behlaf of Nike if need be. Reading “Nun of Your Business” will definitely give you NONE of mine.
On another note, how does a girl kicking a soccer ball through a donut fit into the categories of Instructional and Travel and Vacations?
I just want to make it clear that these are simply my assumptions on the video and I have not seen any factual information to prove my theory correct, but all signs point to guilty. Watch the video and tell me know what you think!
“Viral” seems to be the word every business and ad agency wants to get their hands on these days, but let’s face it calling a campaign viral doesn’t mean its viral. Sure when launching a new product or service companies immediately approach their agencies and say “I want you to make me a viral video,” But realistically only a handful of videos actually make it to that level. If it was as easy as everyone thinks we’d be sharing videos with each other all day with no concern for our day jobs.
Take a look at the video below for example. Do you know what their promoting just by watching the video?
Just over 17,000 views definitely isn’t viral. In my opinion, if you want to make a video (which I believe is one of the best ways to promote a product) you should at least have some mention or slight indication of what you want people to do. Give me a call to action! The “Shark Sighting in Boston” video above doesn’t do that at all. Instead of having the “shark” spotted in the Charles River, why not in Boston Harbor with the Aquarium in the background? Oh and one more thing….shouldn’t there be a penalty for something like this? Isn’t it sort of the same thing as telling people you saw a shark?
I feel that the key to a successful social media campaign is ensuring that multiple components are linked together which entice audiences to share and participate. 
