Tagged 'viral'

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate

Benjamin Moore Scares The Paints Off Contractors (Prank Video)

Posted by Rick Mathieson on October 17th, 2013 at 2:39 pm

This new adverprank from Benjamin Moore Paints is part of a new "Scary Good Job" campaign aimed at any pro who's faced a nightmare painting job.
Personally, I just want to know how they got contractors to come work after hours.
Read more about the video, here. And let us know if/how your brand is using stunts like this!

Bad Lip Reading: Game of Thrones (Hilarious Video)

Posted by Rick Mathieson on October 16th, 2013 at 5:32 pm

It's often said that consumers own the brand in the digital age.
And indeed, in my book THE ON-DEMAND BRAND, I talk about the importance of emphasizing what I call the P.O.S.itive - making experiences Personalizable, Ownable, and Shareable.
The effort here was not a sanctioned initiative. It is just a particularly side-splitting example of how superfans working their magic - a notion that brands find both horrifying and promotional gold.
After all, you aren't anybody until you're getting spoofed in viral videos - or a SNL skit.
Is your brand ready for this kind of mischief?
Read more about the video, here.

The Melbourne Remote Control Tourist (Video)

Posted by Rick Mathieson on October 10th, 2013 at 5:17 pm

This reminds me of that "Three Minutes in Italy" campaign from San Pellegrino where you control a robot on the streets of Sicily from anywhere in the world.
But here, you control a person outfitted with audio video tech who will do what you ask him to do so you can tour Melbourne before you actually go - vicariously taking in the sites and sounds you want to experience.
What if a brand like Pepsi let you, for instance, "attend" the Super Bowl? Or Red Bull brought you on its next crazy stunt - with you in control of the show?
People get worked up over "real time marketing" (basically brands using Twitter to comment on televised events as they happen).
Wouldn't this kind of thing take it to a much cooler place - bringing you to the televised event, rather than just consuming tweets about it?
Read more about the initiative here.

Chipotle's 'Scarecrow': The Most Successful Mobile Marketing Campaign Ever? (Video)

Posted by Rick Mathieson on October 3rd, 2013 at 6:48 pm

It's looking like Chipotle has scored big with a new mobile campaign centered on YouTube video and mobile game.
As Venture Beat reports, Chipotle and Moonbot Studios produced an animated film and mobile game as part of its overall "Food with Integrity" campaign.
Here's the thing: As a branding initiative, it's generating boffo results. In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game's release on the App Store, it was downloaded 250,000 times, making it the top 15 free iOS apps in the U.S.
According to VentureBeat, with success like this, other brands will take notice and start creating their own branded games.
But as I write in my book THE ON-DEMAND BRAND, this has been going on for some time, as I take an in-depth look at how Coca-Cola, Burger King, Axe, Dove a growing number of major B2C (and B2B) brands have been doing some very serious business with branded games.
And while VentureBeat credits the fact that there's no overt selling in the Chipotle game, which is being praised for its production values, I think the game is more powerful than just that. In my view, the reason it was worth... Read more