Many people have been following social media week and are aware that some of the world leading companies took part in the week long event.Many of the events have been streamed and heavily tweeted about.
goviral took part in social media week(smw) by a presentational interactive discussing based on online video content vs distribution.This was cleverly accompanied by facts such as; exponential growth in video consumption since 2006 and the large amount of revenue facilitated via social media.
Mads Holmen explained the importance of social media in video and the distribution aspects that come with it. This amplifies the fact social media needs video just as much as video contents needs the distribution power of social media.
A key part of the presentation was an introduction to understand the use of multiple platforms that individuals can use to view video content and that different content lengths have different (PtE) play to end percentages on different devices. Moreover the presentation lead onto qualitative descriptive research that looked at specific successful campaigns which were driven by either great video content or social capitalism (tweets by famous people).
During the event there was a wide scale of discussing specifically referring to video. This included the direct correlation between Video and social.
Tips
Sustainability is built by socially engaging often with fan or followers
Video is better placed within content.
Distribution can be earned by building your brand socially.
Quick and early large scale video distribution can develop a snowball effect.
Lastly the presentation ended with with everyone discussing the impact of viral video content.
Pitch any TV executive an idea for a show, and no matter how good that idea, his first question will be; “can the show sustain itself into seasons two, three and beyond?” Marketers should apply the same principle. How will the idea scale to become an entertainment brand?”
- Mike Wiese, Head of Entertainment, JWT
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Do you want a man who smells like he could bake you a gourmet cake in the dream kitchen he built for you with his own hands? Old Spice and Isaiah Mustafa – The man your man could smell like – is now back with a new video to continue to the success. In this video, Isaiah is balancing on a log in a lake, swan diving down a rocky waterfall and taking a dip in a hot tub, on a motorcycle – all in one fast-paced gliding sequence. However, this was just the start, as the video kicked off a series of rapid freshly-made personalized responses from the Old Spice man to fans and celebrities asking him questions via Twitter and YouTube. All together, 186 real time customized video responses were created and posted on Old Spice’s YouTube channel – many of the videos have created views ranging from 100,000 to more than a million.
Agency – Wieden+Kennedy
2. Levi’s – Walk Across America
Stop motion videos have proved to be a very good technique for creating successful online video content, and this video is no exception. In only two weeks the video has achieved more than 1.5 million views. The very well done stop motion video features a man walking cost-to-cost across America – as the title indicates – from New York to San Francisco. The production agency and video director pitched the concept of the video to Levi’s, who then bought into the idea and provided free product and sponsorship funds. This may explain the very low Levi’s branding in the video. To document the route of the journey in the video a Google map has been created and there is also the opportunity to watch the behind the scenes video.
Agency – Conscious Minds
3. Dentyne Pure – Epic Rap Battle
Dentyne has teamed up with intertainers Rhett & Link to create what most precisely can be put as a nerdish rap video. In the video, with the help of the breath-cleansing Dentyne Pure, Rhett & Link engage in a macho – yet nerdy – rap battle in order to win the phone number of a diner waitress. Viewers watching the entire four and a half minute will learn that the efforts pay off at the end. On their blog, Rhett & Link ask viewers; who they think won the rap battle? How they think the story should continue? And if they tried calling Tiffany’s – the waitress’ – phone number.
Agency – Rhett & Link / Platinum Rye / PainePR
4. Burn (Coca Cola) – Ride
This short film was created alongside two other short-form documentaries by Coca Cola to promote their energy drink Burn. The video is shot in Mexico City, and takes us through the city in the trails of a couple of – literally – flaming skaters. The aim of the low branded video was not to over-romanticize skateboarding but to create a surreal cinematic feel that was original and authentic to the target group. The two other videos of the series, Peepshow and Playground, feature real-life talented rappers and snowboarders. Whether or not the visually stunning campaign has succeeded in genuinely connecting with these youth cultures is yet to be seen.
Agency – Publicis Mojo, Sydney
5. Samsung – Redneck Hunter goes to Jail and meets a new “friend”
To promote their Bluetooth hands-free headsets, Samsung has created two funny online videos. In the first video, we saw Redneck Hunter – the main character – out deer hunting in the forest only to be outsmarted by Deer Rudolph and Eagle Eye, which ultimately results in Redneck Hunter being confronted by the law enforcing forest ranger. This second video continues the miseries of the Redneck Hunter as he takes the long walk to meet his new cellmate. The video manages to integrate Samsung’s Bluetooth headsets in a humorous twist to the storyline.
Agency – Cheil Worldwide
6. Domino’s Pizza – Domino’s Pulling the Cheese
Domino’s has created a video that shows all the crazy things that are done at pizza photo shoots, and furthermore to let consumers know that Domino’s has made a promise about how they shoot their pizzas in the future. The video funnily uncovers just how unnatural food photography can be. Through the video, Domino’s invites customers to participate in a new sort of photography competition – people can upload pictures without any retouching of their pizza’s to the Dominos site, and earn the chance to have their pizza photos used in an actual advertising campaign.
Agency – Crispin Porter + Bogusky
7. Pepsi MAX – Diner 2pointZero
The cola wars are back with this new video from Pepsi Max that compares the no-calorie version of Pepsi against Coca-Cola’s equivalent Coca-Cola Zero. The video is a remake of the iconic 1995 Pepsi commercial Diner, which compared the longtime No. 2 Pepsi against rival Coca-Cola. As in the original, the 2.0 remake video features a Pepsi truck driver and a Coke truck driver becoming friends in a diner – however it is soon obvious that there is no happy ending to their friendship or the videos. The video definitely plays the nostalgia card, which is clearly marked by a cameo appearance from the original Pepsi truck driver.
Agency – TBWA\Chiat\Day Los Angeles
8. California Skateparks – World’s Largest Skateboard Disaster
A fun filled day outside at a terrain park area unfolded to the World’s Largest Skateboard Disaster video. At the afternoon, the people at the park decided to take out a giant skateboard created by California Skate parks. The owner of California Skate parks, Joe Ciaglia was determined to full-fill his dream to ride his board solo down one of the largest hills in the park. The video shows Joe’s moment of glory. However, even though he was confident in his ride, the enormously over-sized skateboard was not easy to steer and Joe decided to take a last minute jump off the skateboard as it was approaching a big dirt jump as it can be seen in the video.
9. Harold B. Lee Library – New Spice | Study like a scholar, scholar
This video is an example of a quality produced spoof – there are many spoof videos of commercials or other popular content out there that are of low quality and irrelevant; but only few that are well produced and well executed. The New Spice | study like a Scholar, Scholar video is produced by the Multimedia Production unit at the Harold B. Lee Library at Brigham Young University as a spoof of the widely talked about and successful The man your man could smell like Old Spice campaign. The video is created with an attempt at using similar setup and shooting techniques to create a similar look and feel. To see the making of the video go to their blog.
10. HP – Hit Print
If your printer could bring your research to life, how would it look? That is the premise of this video from HP. This video is a sequel to a video created by two students back in 2009 called HP – invent. HP liked the first video so much that they officially commissioned the two students to make another video using the same technique. The video includes three HP Photosmart printers used to tell a complex animated narrative when put up in speed. It is a enormous amount of paper that goes through the printers, so it is nice to know that all the recycled paper used to create the video has gone on to be recycled again.
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This latest video from adidas’ The Street Where Originality Lives campaign combines Star Wars, adidas and the 2010 FIFA World Cup. Once again, adidas invites you to follow celebrities such as David Beckham, Daft Punk, Snoop Dogg, Franz Beckenbauer, Noel Gallagher and Ciara. However, the video even more extraordinarily also features appearances from Han Solo, Chewbacca, and Obi-Wan Kenobi. adidas has simply integrated new shots of David Beckham, Snoop Dogg and friends into old original Star Wars footage. The result is a funny and creative re-make of a classic Star Wars movie scene and the 2010 FIFA World Cup taken to a whole new galaxy.
Agency: Sid Lee, Montreal
2. Volkswagen – The Slide (Driven by Fun)
The Slide video is part of the Fast Lane campaign – a video series consisting of three clips created by Volkswagen to promote the new Polo GTI. Fast Lane is dedicated to everyone who loves to go beyond the regular, who is curious for new stuff and who simply enjoys to speed it all up a little. In this video, people are confronted with a surprising fun alternative when standing at the top of a long staircase. Next to it is a slide leading all the way to the bottom. Which way would you opt for? The two remaining videos of the series are The Elevator and The Shopping Carts. The Fast Lane campaign follows in the footsteps of the hugely successful Fun theory campaign that Volkswagen ran last year.
Agency: Tribal DDB, Hamburg
3. Head – Andy Murray Tennis Street Magic in London
In this video tennis player Andy Murray brings his tennis skills to the streets of London. The video is created for Head to raise attention for this year’s Wimbledon Championships. The video shows Andy Murray walking around London in good mood playing street tennis in alleyways and on rooftops. Throughout the video, Murray demonstrates a superb touch with his HEAD YouTek Radical Pro racket as well as with his feet. He both juggles the tennis ball as was it a football and hits numerous targets with extreme precision and accuracy.
4. Visit Iceland – Inspired by Iceland
In times where the focus is on volcanoes and financial crisis this video from Visit Iceland aims to show that Iceland is more alive than ever, bursting with energy, activity and hospitality. The Inspired by Iceland video shows us all the beauty of Iceland’s landscape and scenery, accompanied by a lot of dancing people and the very catchy song Jungle Drum by the Icelandic singer Emilíana Torrini. The video takes us through many of the beautiful places on Iceland but also through many of the exciting activities possible on the island such as skinny dipping in hot springs or fishing for salmon.
5. Coca-Cola Zero & Mentos – The Coke Zero & Mentos Rocket Car
The title of this video pretty much explains itself. The creators of the very successful Diet Coke + Mentos experiment a couple of years ago are now back with a new video. This time they utilize the combination of 108 bottles of Coke Zero and 648 Mentos mints to propel the Coke Zero & Mentos Rocket Car 221 feet forward. The entire experiment is sponsored by Coca-Cola Zero and Mentos. As with every other experiment, it is performed on a closed track and should not be attempted at home without any professional help.
Agency: EepyBird
6. ORBIT GUM – The Prom Date
Orbit Dirty Shorts presents The Prom Date, which is the first of a new web content series from Orbit gum that highlights unusually dirty situations and how Orbit cleans them up. In the video, we see what happens when actors Jason Bateman and Will Arnett take on the dirty world of student and teacher dating – and how the parents of the student involved react.
Agency: Electus / DumbDumb / Energy BBDO
7. McDonalds & Coca Cola – T-shirt wars 2
As a sequel to their original T-shirt War video, the comedy due Rhett&Link created the T-shirt war 2 video for McDonalds and Coca Cola to be promoted on TV and the Internet. The videos are created with stop-motion technique and one can only imagine how many times they have had to change shirts as they took individual pictures of each unique shirt – the designs on the shirts were not photoshopped. The video is a nice example of how user generated content turns into advertising. Originally planned for TV the video performs well on the Internet with more than 1 million views and more than 400.000 views for the very good behind-the-scenes video.
8. GMC – Dude Perfect: The Cliff Jump Shot
GMC has teamed up with Dude Perfect, a group of six college students from Texas, to promote their new vehicle; the GMC Sierra Denali Heavy Duty. The campaign is called Heavy Duty Pickup Games and consists of seven different videos. Dude Perfect have made a name for themselves by performing amazingly challenging basketball shots that nobody else would think possible on camera, and that is exactly also what they do in this campaign. From the title, the video The Cliff Jump Shot is rather self-explanatory as they successfully make a basketball shot jumping from a 25 feet high cliff.
Agency: Leo Burnett, Detroit
9. Sapporo – Legendary Biru
This very beautifully detailed two minute video is created to promote the Japanese beer brand Sapporo. It takes you on a vividly animated journey through the history of Japan. The overall concept of the video was to create an other-worldly visual experience that would gradually tell the story of how Sapporo beer is crafted. The video includes many traditional symbols from Japanese culture such as sumo wrestlers, samurai warriors and geishas.
Agency: Dentsu, Canada
10. LYNX Rise – Jessica Jane Clement – her best bits
To promote the new Lynx Rise shower gel, Lynx has created a series of video clips with TV personality and model Jessica-Jane Clement. The premise of the video clips is that girls like a man who can remember the little details. But first thing in the morning, that’s not always easy. The video showcases a couple of funny – yet very awkward – moments where the shower gel would have come in handy, as it is made to wake you up and keep you alert. The video continues the Lynx effect tradition of showing beautiful girls with little clothes, and has thus been flagged, which means you should verify that you are 18 or older by signing in to YouTube to watch the video.
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This latest extraordinary online video from Nike was exclusively launched through their Facebook page and on nikefootball.com, and has managed to reach a staggering + 11 million views just within the last third of May. The 3:03 second long video features footballers Cristiano Ronaldo, Didier Drogba and Wayne Rooney to name a few, as well as cameos from the likes of tennis player Roger Federer and animated TV character Homer Simpson. The fun and action-packed video takes the viewers on a journey that dramatically captures that one moment in football when headlines are written, and which potentially can bring eternal happiness to an entire nation, while bringing others saddened to their knees.
Agency: Wieden+Kennedy Amsterdam
2. TomTom – Behind the scenes of Darth Vader’s voice recording
Lord Vader commands you to turn to the Dark Side. Now, instead of getting driving directions for your journey by the ordinary faceless voice, it’s possible to download the voices of Star Wars characters for your GPS. To promote the first of four new voices for their GPS solutions, TomTom has released this hilarious behind the scenes video of Darth Vader’s session in the studio for his voice recording contribution. The video quite brilliantly ties together with TomTom’s new service offering. The three additional voices to be released are the ones of Yoda, C3PO and Hans Solo.
Agency: Pool Worldwide Amsterdam
3. Olympus – PEN Giant
In July last year, The Pen Story from Olympus was on this Top 10 list, and now Olympus have released a follow up video with just as much ‘feel-good’ atmosphere. The video promoting the Olympus Pen camera is called PEN Giant and is again based on stop motion technique. 355 pictures have been taken with an actual Olympus PEN camera to produce the video without any computer animation at all. The use of stop motion in this video fits perfectly with the brand and product.
Agency: DSG
4. Hi-Tec – Walk on water (Liquid Mountaineering)
This documentary style video gives us a view on a new form of ‘extreme’ sport called liquid mountaineering. It basically involves people attempting to run on water. The video features footage and interviews with the originators of liquid mountaineering as they explain how they are developing the sport from scratch. The Hi-Tec brand cleverly plays a central – but low key – role in the video as it is explained that the sport started by accident when they found out that Hi-Tec’s water repellent shoes can enable you to run across water.
Agency: CCCP Amsterdam
5. Arriva/Movia – Mukhtars Fødselsdag – Bedre Bustur (Mukhtars birthday – better bus ride)
To create positivity and smiles among their passengers, the two public transportation companies Movia and Arriva launched this touching Better Bus Ride video. The video shows a so called flash mob or rather a public surprise party for a randomly chosen bus driver in Copenhagen. Mukhtar, who was going to take the day off for his 41st birthday but was asked to help a friend, unknowingly takes the lead role in the video. A hidden camera within the bus catches a birthday Mukhtar is very unlikely to ever forget and a day that ends quite different from what he might have expected.
Agency: bybird/kadaver
6. TOYOTA – Toyota Sienna “Swagger Wagon”
In an attempt to give its Sienna minivan a little more street credit, Toyota has created this funny family rap video. With a heavy beat and a couple of gangsta rap lines the mother and father of the Sienna family reject the stereotypical label often given to those who drive a minivan. Toyota has actually created a series of Web videos – and an accompanying Youtube channel – featuring the two self-absorbed parents with the only vehicle that matches their awesomeness, the all new Sienna – the first minivan made with adults’ minds in mind.
Agency: Saatchi & Saatchi Los Angeles
7. Sony – 3D TV
Sony lets you know that maybe it is time to get a 3D TV in the time for the World Cup with this new video. The slow-motion video showcases Brazilian footballer Kaka performing tricks, a very strong man, a herd of screaming girls, a sports car burning out and a football goal exploding. However, although the video has been shot in 3D, all images are blurred resulting in the entire dramatic slow-motion sequence is showed in double. The fuzzy fake 3D style of the video is actually quite creatively impressive – however there is no doubt that real 3D pictures are preferable.
Agency: Anomaly London
8. Nissan Qashqai – Urban Bowling
What happens when you park a Qashqai at the bottom of a hill and roll hundreds of bowling balls in its direction? Get the answers in this video, which is a funny and clever spoof of the hugely successful Bravia ‘balls’ video from Sony. Nissan is all about challenge and the video is created to prove the fact that they never stop demanding that their cars endure the most extreme conditions. Naturally using bowling balls is a bit of a stretch, but they goes to state that Nissan’s testing facility really does go to outrageous lengths to guarantee consumers’ safety. It sure would be interesting to view the making of video for this.
Agency: TBWA\G1
9. Stella Artois – Up There
This 12:46 second long documentary video by the name of UP THERE is sponsored by Stella Artois. The video is shot high above the streets of New York City, and reveals the dying craft of large-scale hand painted advertising and the in-told story of the painters struggling to keep it alive. Capturing a trade that is equal parts artistic precision and grueling labor, the video presents a painting tradition pre-dating modern advertising. A craft that today finds itself dangling precariously on the brink of extinction. Although not making a significant number of views compared to other videos on this month’s list, it is a brilliant example of branded content aimed at creating deep engagement from a specific target audience.
Agency: Mother New York
10. Google Chrome – Speed Tests
Don’t try to explain it. Just show it. That seems to be the mantra behind this new video from Google to promote their Chrome browser. BBH New York and the Google Creative Lab have joint forces to create this online video that features a variety of experiments to test and document the speed of the Google Chrome browser. The video includes three crazy and playful tests in which Google Chrome is put up against some very fast things: lightning, sound, and an over-dimensional potato gun. Google have also released an interesting behind the scenes video.
Agency: BBH New York
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1. Trident Unwrapped: 100 single ladies flash-dance
100 Single Ladies stop traffic with Beyonce’s famous leggy dance in Piccadilly Circus, to celebrate the announcement by Trident of its free Beyonce gig in November. It is well planned, beautifully choreographed and masterly executed. Having made more than 1.5 mio. views online within the first month, Trident is doing very well creating awareness and drawing people to their website, where they offer 500 free tickets to customers every week until the grand show in November.
2. Carousel: Adam Berg
To demonstrate the unique cinema format of the new Philips TV, Adam Berg from Stink Digital created this epic ‘frozen moment’ cops and robbers shootout sequence that included clowns, explosions, a decimated hospital, and plenty of broken glass, bullet casings and money. Visitors to the microsite can ‘spin’ through the film’s single take shot repeatedly, to stop on a specific frame, or to watch it at the preordained speed. Making of videohere
3. Nike: Most Valuable Puppets
Nike is back. This time with a warm-up webisode of four chapters prior to the NBA Playoffs 2009, featuring Lebron James and Kobe Bryant characters. The videos are very amusing and depict the love –and hateful friendship of the two players, both elected ‘Most Valuable Player’ for their respective teams. The videos have already made several mio. views altogether in the first two weeks.
4. Chanel no 5: Train de Nuit
Chanel no 5 does not launch campaigns every other month, so when they do, they do it properly. This very aesthetic and almost fairytale like video features famous French actress Audrey Tautou being intrigued by a strange man on the night train all the way from Gare du Nord, Paris to Istanbul, Turkey. Following in the footsteps of Nicole Kidman and Catherine Deneuve, Tautou delivers a very impressive performance in some very short clips.
5. T-Mobile: Life’s for Sharing
This latest campaign from T-Mobile’s continuing campaign ‘Life’s For Sharing’ features thousands of people singing together on Trafalgar Square, lead by famous singer Pink. This campaign holds a central theme – sharing – and it is very easy to create other pieces of content from this, as T-Mobile has certainly done. While this campaign also serves as a brand campaign, the YouTube Channel does not neglect to mention the new G1 mobile. Tailored for upload on YouTube and other online services, the G1 is perfect for sharing whichever experience you may run into during the day.
6. Ray-Ban: Yarn
Heavily inspired from the classic Sony Bravia campaigns ‘Balls’, this video follows a massive yarn ball down the hills of San Francisco. However, Ray-Ban embedded a bit more humour within this video, since there is a man, wearing Ray-Ban Wayfarer’s, swept inside the yarn ball. Beautiful and amusing.
7. Vodafone Busy message – Zoozoo & Crocodile
Originally this video aired on television, but proved rather popular online as well. Vodafone created a universe of different ‘Zoozoo’s’ to demonstrate the diverse variety of products in their range, suitable for most segments and needs.
8. Frito-Lay’s: Only in a Woman’s World
This new webisode targets the well known cravings of women from a unique angle in each episode. Tapping into the gender-based dilemmas of the female world, these videos have already proven very popular, spanning multiple seasons, a game, social tools and much more. Campaign website here
9. Air New Zealand: Nothing to Hide
Within the first month, this video was seen by approx. 2 mio. people online. That is quite understandable, since the idea is very original. Air New Zealand is counting on reliability, honesty and trustworthiness to lead them through the financial crisis and have chosen a very appealing way of communicating this.
10. Bontrust: Money Love
To the gentle tones of Grieg, this video takes us deep into a fantasy universe completely developed with money. It has not been seen before and works very well creatively. Watch as Abe Lincoln parties like it’s 1879 with an unknown girl folded in a money note.
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Many people have been following social media week and are aware that some of the world leading companies took part in the week long event.Many of the events have been streamed and heavily tweeted about.
