Friday, January 05, 2007
Viral Kodak Video on YouTube
A recent Kodak video that was posted on the internet has gone viral and is ranking high on video content sites. In addition, consumers' sentiment toward the video is positive.
The Kodak video shows a guy raving about Kodak technology. "You'd never expect it from Kodak," said Betty Noonan, Kodak director and VP-brand management, talking about the video's appeal and popularity. "Kodak has been very narrowly defined -- broadly represented as a brand, but narrowly defined."
The Kodak video began as an internal presentation for the Wall Street Journal's D: All Things Digital conference May 2006. It was created by an internal marketing group and Kodak's agency, Partners & Napier. Kodak executives interviewed said they are not sure how the video made its way to the web in December 2006 but feel one or more tech-savvy employees uploaded it from the company intranet.
The success of this Kodak video shows the power of CGM. Kodak leverages the power of word-of-mouth to reach out to consumers and blogger who pass along the video. They like the fact that Kodak is able to make fun of itself, despite quarter after quarter with disappointing sales. Kodak intends to do more exploring in the digital-media world to assist with marketing efforts and product development.