Online Video Strategy...Doritos and Heinz Lead the Way

Kevin Nalts at Advertising Age posted an interesting article about ten lessons for marketers using viral videos. He argues that marketers need follow several guidelines (listed below).

Ten Lessons for Marketers Using Viral Videos:
Lesson 1) Tap into the video community.
Lesson 2) Quality of the video is not what determines its popularity.
Lesson 3) A video of a dog skateboarding can get 3 million views, but that doesn't mean your commercial will. Nalt feels a smarter play is to sponsor popular video creators to create entertainment.
Lesson 4) Online-video marketing is not just about contests. Smarter brands connect directly with prominent viral video creators.
Lesson 5) "Tagging" your video with keywords doesn't get them seen.
Lesson 6) Consumers migh see your video, but that doesn't mean they'll visit your site and buy.
Lesson 7) Paying for a well-produced video won't necessarily increase your brands ROI.
Lesson 8) Not all video portals are created equal. Make it a point to lower production costs.
Lesson 9) You may be a conservative organization but don't let that keep you from this medium.
Lesson 10) This medium will become measurable.

Nalt says that marketers should connect with online-video creators versus creating their own. And this is a good plan as long as you are connecting with the right creators. Additionally, they need to make sure their videos on located on the right site(s).

I skimmed through the all time most viewed videos on YouTube to get a glimpse about which videos are viewed most often. Interestingly, most of the videos pertain to music (i.e. singers such as Avril Lavigne and actors/actress like Britney Spears). For example, the popular video title "LEAVE BRITNEY ALONE!" currently has 13,145,410 posts as of November 26, 2007. In fact, I didn't notice any videos related to a single brand as I skimmed over the first five pages of most viewed videos on YouTube. This tells me that marketers have a tough road to go if they plan on marketing through YouTube or any other video portal. Unfortunately, brands are not top-of-mind among consumers on video portal sites. However, there are alternatives, like setting up another site to draw consumers.

This is where "Lesson 8: Not all video portals are created equal" becomes interesting. Nalt says, "The vast majority of online viewing occurs on YouTube. Putting your videos on a bloated-product.com site is the online equivalent to running television commercials on a kiosk hidden in an abandoned cemetery." And I couldn't agree with him more. It doesn't make sense to me for a brand to post a video on YouTube. Odds are, it won't break through the clutter. Now I'm not saying to avoid sites like YouTube, but it shouldn't be the primary site where a brands video is posted.

Personally, I think Doritos and Heinz have provided an outstanding template for other brands to follow. Doritos encourage consumers to submit their own videos as part of its "Crash The Super Bowl" contest last year. Many of the videos appeared on YouTube. Likewise, it set up an independent site at Yahoo Promotions where consumers voted for their favorite video. Heinz also took a similar approach when it set up a special website for its Top This TV challenge. I think both Doritos and Heinz have created excellent blueprints for other marketers interested in online video strategy to follow.

LEAVE BRITNEY ALONE!

Amex Promotes "The Members Project"

Here is a great idea that American Express has come up with relating to social responsibility. Cardmembers need only register on the site. They have the ability to submit an idea for a social project, such as rebuilding a school in New Orleans. The ideas are voted on by members of the site, and for each member that joins, American Express kicks in money (up to $5 million), with the winning idea getting funded! Overall, this seems like a great idea. Consumer sentiment toward the idea is extremely positive.

Here is what a few consumers have said:

"Kudos to American Express for doing something that's actually engaging, and paints the brand in a positive light. Unlike most advertisers, they actually are putting some real money behind the effort, in a way that makes sense, and certainly provides some incentive to participate." Randomcultureblog

"This morning, I received an invitation from American Express to join The Members Project. American Express cardholders get to submit service project ideas, read about other projects, and in the end, help decide where to direct a $5 million donation. I think it is a brilliant move that has great lessons for Rotary Clubs and other nonprofits. In a busy world, nonprofits work ever harder to get people involved involved with their organizations, build distinctive brand identity and get input on where they can have a real impact. How does American Express branding initiative compare to other successful nonprofit ventures? What can we learn that can help us shape our own projects and campaigns?" Innovate Rotary I highly recommend reading this blog for additional insight about American Express' "Members Project."







The graph above tells a compelling story regarding the buzz about American Express' newest cause marketing initiative. Popularity for "The Members Project" is due to the fact that consumers find the initiative interesting. Additionally, consumers like the celebrity element and the fact they can particpate by submitting their own ideas. Greg Krauska at Innovate Rotary comments on the celebrity aspect of "The Members Project" by comparing it to American Idol. He says, "And just like American Idol, there is a celebrity element to this. The 50 project finalists will be chosen by a diverse Advisory Panel, including Gabrielle Reece, Rosabeth Moss Kanter, Wynton Marsalis,Geoff Canada, Ellen DeGeneres, Icon_wynton Dr. Jane Goodall and Dr.Michael Lomax. The diversity of backgrounds and professions of these panelists will make for some really interesting commentary. I can't wait!"


American Express' Members Project Buzz Trend



The project launched May 15, 2007. It will be interesting to see if additional buzz accumulates.