Tag Archives: amazing

Online Video

Video Case Study: Efficient Logitech & Hitviews Challenge

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PRWeek ran a story titled “Logitech Finds Value in Campaign Video Strategy,” and here are the highlights (the story requires login, but it’s here).

You may remember the video (below) called “Amazing Kitten.” Congratulations to the 5 randomly-selected commenters, and the 5 winners of the video replies (who I just finally contacted).

Client: Logitech (Freemont, CA)
Agency: Ruder Finn (San Francisco, CA)
Campaign: Logitech DVS YouTube campaign
Duration: September – October 2009
Budget: $25,000 – $30,000 –no, I didn’t get all of this… prizes, Ruder Finn, Hitviews

Situation

After Logitech acquired WiLife in 2007, home digital video security cameras (DVS) became a part of its portfolio. Logitech PR manager Ha Thai explains that general awareness is low in this category, and the team hoped to change that fact.

Ruder Finn (RF) was hired to work on a broad DVS promotional effort. HitViews helped the team identify a popular YouTube content producer who could integrate DVS into one of its videos.

“We wanted to spread the word in an efficient and budget conscious way,” says Andy Pray, VP with RF. “YouTube provides a good audience with existing affinity— they create content and are used to webcams.”

Strategy
The idea was to create a video that highlighted the DVS system’s ease and positioned it as valuable for families. YouTube “star” Kevin “Nalts” Nalty, whose videos often involve pranks on his kids and wife, was chosen. Pray says Nalty’s large audience reach and family focus made him a great fit. An online challenge was designed to maximize engagement. The team also employed social media and blogger outreach.

Tactics
In his “Amazing Kitten!” video (launched October 13), Nalty used the DVS system to catch a kitten in outrageous acts. Pray says it was important that the video feel authentic to Nalty’s audience so it kept with typical tone.

For the contest, audiences could submit a response video to Nalty’s YouTube page or leave a text comment. Contest information and a coupon code were shown at the bottom of Nalty’s video. All entrants were eligible to win a DVS system.

Nalty also created a making of the video clip (“How Kitten Defied Gravity”), which Thai says was a surprise and bonus. Nalty used his Twitter and Facebook pages to spread the word to YouTube influentials and others. The team promoted the video and contest on Logitech’s existing Twitter page, its blog, and their personal social media pages.

Other outreach focused on cat and content enthusiast bloggers. Pray adds that messaging was based on the video (rather than DVS) to maintain authenticity.

Results
As of January 18, “Amazing Kitten!” has garnered more than 160,000 views (more than 2,000 five-star ratings) on YouTube and 38,369 views on Yahoo Video. Pray says it was a top 50 video on YouTube the week of October 13. The making of video drew another 14,200 views. The contest yielded 42 video and 2,270 text entries.

The team reports thousands of tweets from online influencers. Though Logitech won’t disclose sales, Thai says there was a “strong surge” on Logitech’s Web site around the campaign and coupon codes drove sales increases.

Future
Thai says plans include expanding on getting top-tier media coverage of customers’ DVS stories. RF will continue to work with Logitech on DVS promotion.

(Nalts Extra)

I have to thank Hitviews, Andy from Ruder Finn, and Logitech. But I’m also grateful for DavideoDesign, who helped with the concept and special effects. Thanks so much to all of the video replies. It was very hard to select the winners! See them all here. Parenthetically, while using the Logitech System I happened to bust my children with a fight, and was able to find the guilty party!

To purchase a Logitech system:
http://www.logitech.com/dvs
(enter code Nalty20 to get a 20% discount)

book, Making Money, Online Video, popular videos, YouTube

Fish Video Surprises Creator

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If anyone tells you they know what will go “viral,” they’re lying. We all know the general rules: short, comedic, shocking, funny, sexy. But even those of us immersed in this space are surprised about what we think will go viral (like “Filthy Little Lemon” or “YouTube is My Wife“) and what viewers actually like.

COOL FISHYesterday I took my camera to the New Orleans Aquarium, but decided I didn’t need another home movie of a field trip. My mom noticed I wasn’t shooting, and pointed out the sting rays that swam above our heads. I was charmed by the sting ray’s funny face, since we don’t usually see the bottom of a sting ray. So I began to collect footage of fishes moving their mouths. I thought it would be fun to have them all singing.

As I looked over the footage, I was memorized. And since I’m on vacation, I don’t have the time or equipment to make a song for the fish. So I opted to compress the video to two minutes, and play it aside Kevin MacLeod‘s soothing piano music. I really liked it, but was pretty sure viewers — who expect comedy or kids in my video — would be turned off.

Then I checked the vital signs today, and was rather surprised. See “more” below for the list to date.

So what’s the lesson? My marketing professor used to say “cows sell,” and I’d augment that with “so do fish.” But it’s also a reminder to create for yourself and not for the audience.

But lest I end on a meaningful note, let me remind you editors of other sites fed by TubeMogul (Revver, Metacafe, Yahoo Video, Viddler, Veoh, Brightcove, AOL Video) that the fish video is on your site as well! Just search “Nalts and Cool Fish.” 🙂

Continue reading Fish Video Surprises Creator →

Online Video, YouTube

Who Created Nintendo’s Mario: Legitimizing Via Video

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Guest blog post by Zack Scott.

otto’s dadAs your popularity on YouTube or other video sites climbs, you’ll notice that more people want to talk to you. This is something you will have to deal with, and how you deal with it can have a drastic effect on both you and your fans (or haters). For example, I try to respond to every message I get. I do this because I feel if someone takes his or her time to send me a personal message, then it is well worth my time to reply. And why not? Is my time so important that I can’t take a few minutes out of my day just to potentially make someone else happy that I responded? Of course not.

zack scott as marioBut I must admit it was a little weird to get a message from someone named Arden Lawrence who claimed to be the original creator of Nintendo’s Mario. I got it right after I made my Amazing Nintendo Facts video.  A lot of things went through my mind. It seemed like it could be a prank or a scam, but could there be some shred of truth behind it? I Googled him, and sure enough, he had made some posts on some Internet sites a few years ago. So I wrote back asking for more details.

My response was due to my sense of duty to help people when they reach out. He didn’t ask for anything except for advice. I basically told him that although I don’t fully believe him, I’m in no position to call him a liar. I said that if he wants his story to be taken seriously though, he has to put a face behind his words.

original mario creator?I had no legal advice to give him, but I did give him the best advice I could. And he took it. Several days ago he posted this video on YouTube, and he’s willing to answer any questions anyone has. Sure, this might be an elaborate prank or scam. Afterall, he has no real tangible evidence. But assuming what he says is true, then why wouldn’t someone turn to YouTube to get his story out? Maybe he should be given the benefit of the doubt. If he’s lying, then people will expose that in due time. But if he’s telling the truth, then maybe this will be the start of something fun?