Video engages the customer’s senses in a more comprehensive way than, say, a radio spot or a print advertisement. There is a lot of room for creativity as well, simply in the fact that there are so many elements comprising a video (auditory, visual, text, etc.) Consumers’ attention spans are dwindling year by year, as more and more information is thrown in their direction at an increasing frequency. This is making many consumers apathetic to most traditional marketing methods. If they're not apathetic, it takes a very clever campaign to catch their attention. Video can be punchy, aesthetically pleasing, and clever in a way that delivers the whole package to the customer. Some may say that the use of video has diminished the imagination of the consumer, which is a valid criticism, but it also allows companies to create a whole story and mystique around their products. I think this allows them to transfer a more holistic vision to their audience.
2&3. Identify 2 digital marketing campaigns in your industry that use video. Provide an example of video from each campaign by embedding the videos in your blog post.
I wouldn’t necessarily say this is in my industry, but it’s an incredibly clever advertisement for a liquid paper company called Tipp-Ex. It is an interactive YouTube video that allows the viewer to decide the fate of the bear and hunter. Check it out.
I feel like this ad was effective at getting the attention of the consumer, as it is clever, funny, and most importantly interactive. There was a call to action by the hunter to take control of the situation, much like one would do with liquid paper, so that was a good angle I believe… but did I remember the name of the company when trying to look this up again to post here? No. I just remembered “Hunter Kills Bear” Youtube ad. So I don’t think it was effective in transmitting the brand, but it was definitely memorable and now that I’ve seen it again I will probably remember the company.
The next up was one of the best and most intricate digital marketing campaigns for the release of a record that I have ever seen. In early 2007, Trent Reznor launched a large-scale marketing campaign to promote his new Nine Inch Nails record, “Year Zero”. Starting with a Nine Inch Nails tour shirt that had a sort of cryptogram spelling out the words “I am trying to believe”, Reznor launched a number of websites, blogs, and viral videos chronicling a bleak “Orwellian” future United States, and a group of revolutionaries that were fighting against the ruling powers. The campaign was decidedly low-fi, giving the fans a feeling of belonging, like they were a part of this movement.
Iamtryingtobelieve.com was registered and a steady flow of cryptic information about the resistance was updated until the release of the album. The campaign even included an alternate reality game, and a guerrilla marketing tactic where USB drives with music from the new album were left around in bathrooms at their concerts on the European Tour (the same tour that saw the coded t-shirts). This was an incredibly ambitious marketing scheme, and made me (who was hardly a NIN fan) stand at attention and get excited about the new album. Still to this day it’s my favorite NIN record, and I can definitely say that the whole mythology leading up to its release plays a huge role in that.
References:
http://www.mtv.com/news/articles/1552470/20070215/nine_inch_nails.jhtml
http://anotherversionofthetruth.com
http://yearzero.nin.com
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