The viral video isn’t dead it’s just grown up a bit
and been renamed ‘social video’. Social videos are proper content that engages
audiences. They’re shared around because they’re so compelling. And the good
news for brands is that they’re being consumed, enjoyed and shared despite
being for used for marketing purposes.
Our good friends at Unruly Media are taking it so
seriously that they’ve set-up the World’s first social video laboratory. Its
ambition, no less, is to turn social video into a science. They intend to find
out about what kinds of content is most likely to be shared and allow brands to
predict the effectiveness of videos before they’ve invested in a campaign.
Well us shiny, happy Peloton people don’t get to
wear white lab coats very often (which is a shame). But if we did, we’d tell
brands to make stuff that’s visually stimulating, emotionally resonant and
offers interactivity (and possibly a damn good tune).
An excellent example is the new BA ad campaign;
Take a Plane Down Your Street. Firstly it asks you to enter your postcode.
Then, using Google Street View, you can witness a BA jumbo jet going past your
front window.
It doesn’t take rocket science to see why it’s
already become one of the UK’s most shared interactive video. It’s just a shame
that you can’t watch it on your iPad. Watch this space for a major announcement
on HTML5 and interactive video.
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