I love watching companies innovate. It wasn’t long ago, a few short years really, when we were all amazed to see the power of the web whenever someone uploaded a cute video of a kitten, or the global, breathtaking speed of a Facebook post that went viral in seconds. The spectacle with PR exec Justine Sacco at IAC comes to mind — she had no more tweeted and boarded her plane when the tweet went viral; reporters were waiting in South Africa to get comments as she landed. From its humble grassroots in consumer expression to the Boardrooms of major multinationals, viral content has grown up.
Advertisers are just beginning to imagine and redefine the opportunities available to them through viral digital marketing, specifically in video format. In fact, many of the top companies are studying Twitter trending in order to develop a better understanding of what works.
It was to be expected. The opportunities are clearly there and the cost-to-benefit is a no-brainer when marketers weigh the cost of purchasing traditional media space. Corporate video reminds me of all those dated hallmark cards that seem so stale and dusty in my local stationery stores; it’s a market that is ripe and just begging to be reinvented. I predict that branded content in video — the really good, smart kind with sophisticated production values — will be making its way onto social venues in the coming months and years, a wise way to get customers engaged that is infinitely more effective than broadcast and print, or those ubiquitous, digital tombstone ads.
From Virgin Atlantic, the good folks who always seem to set a new standard and lead the way for the rest of us, we have a customer/passenger video that presents us with something we could never fathom: An in-flight safety video that is actually entertaining.
It’s not only the choreography and performances that are impressive. Virgin also made it interactive. When passengers (and everyone watching who isn’t on a plane) sees the video, there’s a box asking if you would like to participate in the making of the next video. Virgin committed to creating four videos per year and saw the chance to make this a fun exercise for anyone wishing to play a part. In doing so, they have engaged a far larger audience of customers than anyone could have imagined with an in-flight safety video. Some might argue, that reach is broader than a traditional 30 second spot which would have far more fleeting, less memorable, and more expensive. The in-flight series has a much longer shelf-life and can be repurposed for years across infinite channels.
Audition contests for performing arts? Inclusivity? Videos with exceptional entertainment value that also engages everyone in their brand, and gets customers to learn about safety? It’s not just a best-in-field execution — it’s innovation, a smart application of a new medium that should have marketing executives everywhere working to emulate the experience.
Tags: branded content, corporate video; branded content; virgin american, flight safety, in-flight videos, viral video, virgin, virgin america, virgin atlantic
Posted in Advertising, Brand Identity, Brand Image, Business, Customer Experience, Design, Marketing, Media, Technology | No Comments »