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03/19/07

5 Experts on 10 Rockin' Brand Videos

By Nanette Marcus

Introduction

Where do you go when you need to know what's cool and innovative and ass-kicking in video campaigns? You head straight to the experts, of course.

In this case, we saved you a little legwork. We polled some of the interactive market's brand experts to find out how they made their video campaigns a success, and which video campaign they wish they had done.

We talked to:

• Ryan Buchanan, President & CEO, eROI on American Idol and TAG Body Spray
• Jason Glickman, CEO, Tremor Media on Alltel Wireless and The History Channel
• David Friedman, President, Avenue A | Razorfish on The State of Arizona and Carl's Jr.
• Bradley Werner, Director of Marketing, The Fifth Network on Levi's and Dove's Evolution
• Keith Richman, CEO, Break.com on Verizon and Stride Gum

Discover how the best video campaigns out there worked their magic.

Keith Richman, Break.com

Brand Name: Verizon Playlinc
Agency/Campaign Creator: Verizon Broadband Division
URL: http://www.playlinc.com

What is unusual and effective about the video campaign?
Verizon's objective was to drive awareness to the launch of the Verizon Playlinc, an online gaming and messaging platform. We ran a contest challenging the site's users to submit videos demonstrating why the best things in life are free. We showcased the videos within a custom Verizon channel and allowed users to watch, rate and comment on the videos. The custom channel was promoted on the homepage editorially and through a custom tab that was integrated into the site navigation bar.

The video contest really provided a platform that allowed our users to engage with the Playlinc product and encouraged creativity. Break and Verizon successfully combined user-generated and professional content to create an effective campaign.

What sort of technology was used?
Break's proprietary technology

Did it live on the brand's site, was it distributed through an online video network, viral or was there some other model?
It lived on Break's site.

Was there any user-generated component to this campaign? Did you empower viewers to comment, favorite, download, mashup or do anything to the video?
Yes, the whole campaign was built on user-generated video. In addition to soliciting user-generated videos, we provided Break-owned clips from our archives to guarantee that the hub started off with compelling content.

How does the video campaign fit into and complement the overall brand strategy for the company?
Given the growing number of young male users watching online videos, Break was the ideal place for Verizon Playlinc to reach its game-playing target demo.

How would you improve the video campaign?
We are always pushing to have more compelling prizes to help drive interest and submissions.

Brand Name: Cadbury Adams/Stride
Agency/Campaign Creator: Unknown
URL: http://www.wherethehellismatt.com

What is unusual and effective about the video campaign?
A great example of an advertiser leveraging viral video is Cadbury Adams' "Where the hell is Matt" promotion. In an effort to promote its new "long-lasting" Stride gum, Cadbury sponsored an unemployed 30-year-old, Matt, to travel around the world and videotape himself dancing everywhere he went. He compiled a video of himself of dancing in 39 different countries. It was an instant hit, seen 1 million times on Break and 5 million times on YouTube and on wherethehellismatt.com.

What sort of technology was used?
Video posting

Did it live on the brand's site, was it distributed through an online video network, viral, or something else?
Cadbury sponsored Matt's travels. The videos were posted on his "Where the hell is Matt?" site that includes links to his journal and maps of his travels. Matt posted his videos to his site as well as on several video sites, including Break and YouTube.

Was there any user-generated component to this campaign? Did they empower viewers to comment, favorite, download, mashup or do anything to the video?
Matt created the videos.

How would you improve the video campaign?
Cadbury could have built on top of the buzz around the video. It could have used the video as part of its online creative or done a follow-up contest. It would have been fun, as a user, to see what other crazy things people would come up with in response to Matt's video. And, of course, Break or YouTube could have hosted a contest.

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