Well, sometimes it does. But one is not synonymous with the other. I can't tell you how many times I’ve heard "...and we want to make a viral video and put it on YouTube!..." You creative directors, marketers, and media buyers out there know who you are. Taking and creating a long form spot and putting it on YouTube is NOT viral. Not only that, but it is a waste of your client's money and the YouTuber’s time. So, how should and shouldn't marketers play in the YouTube playground? Let me share three case studies:
Case #1: GM Flying Cars
You can tell a lot of thought and effort went into making this feel like other YouTube postings. They used a prosumer camera to give it a true gritty feel. It doesn't have a real beginning and end (it looks like a clip pulled from a larger clip). Some of the films in the series even have swearing in them (though cut off). The views are in the low thousands (acceptable, but barely viral for YouTube standards) and the comments are mixed. In general, the audience is saying either "get the hell out of our space" or the softer "I applaud you for trying to make this fit in, but you don't fool me."
Case #2: Cingular YouTube Underground
This is the first (of I’m sure many) YouTube/advertising partnerships. They launched with a teaser campaign back in mid-September and on the first day alone received over 200 thousand views. It now holds the current honor of being the “#1 Most Linked Video this Month.” The comments range from great to horrible, but honestly--who cares! Over 500 people have entered the contest so far.
Case #3: Diddy TV (a Burger King partnership?)
That's right. P Diddy just launched his channel on Friday. Already over .5 million views. In this first video he says-- "me and Burger King decided to buy a channel on YouTube!" Huh? Last time I looked P Diddy, YouTube was free. It's the advertising you are buying! What is he going to actually do on this channel? Only time will tell. But check out the comments section on this one. Pretty brutal, and in my mind not very good "brand building" for either party so far.
When YouTube came and spoke to us last month about ways marketers can partner with them, I was pretty skeptical. But in the end, it all comes down to respect. Respect YouTubers and the environment they have created. Don't throw your long form commercials up there. Don't try to blend in with fake looking user-generated content. Don't set-up a channel with a well-known celebrity that isn't in touch with the community. Although I hate to say it, partnering with YouTube and learning about the community is the best solution at the moment. If we're going to play at all on YouTube, play right. Of the three, Cingular gets it right so far. They aren't fooling anyone into thinking they’re viral--rather, they’re offering more attention to a community that already loves attention. The trick is to facilitate and/or give them something that will make them want to play with you. Be the guy in the playground that brings the cool new glow-in-the-dark Frisbee, and I bet they'll let your throw it a couple of times.
Hey, I had that frisbee! It had LEDs on both sides, so if you threw it just the right speed, it would appear to hover. MAN, that was an awesome frisbee.
I still have it, though it's got some dog bites on it. You can throw it if you want!
Posted by: John Young | October 19, 2006 at 08:43 AM
Right on Christine! This post hits the nail on the head.
Posted by: Greg Verdino | October 09, 2006 at 12:23 PM