Excellent video marketing case

In addition, with the expansion of video technology and scope, new marketing models are constantly emerging, such as video search advertising. , is still in the pr

In addition, with the expansion of video technology and scope, new marketing models are constantly emerging, such as video search advertising. , is still in the process of exploration, and will not be described here. I will share it with you. Welcome to see it.

1

Patch advertisement

Patch advertisements refer to advertisements played at the beginning, end or insert of a video, as well as background advertisements and so on. As the earliest online video marketing method, patch advertising can be regarded as an extension of TV advertising, and the operating logic behind it is still the principle of secondary sales of media.

Liu Dongming, a senior online marketer, said that netizens are more independent now: they can fast forward and fast backward with a mouse click, and the most terrible thing is that netizens can easily copy and paste. Obviously, the direct copying of TV marketing mode by patch advertisements can't conform to the spirit of Web2.0, and even make it a chicken rib, which is easily skipped by netizens.

Some pioneer video websites abroad have made some useful explorations in this regard. Videoegg, an American video website, provides a clickable transparent advertisement selection module named "Pointer" at the end of the video. When the user clicks on it, the video he is watching will be paused and a new screen will be opened for the user to watch the corresponding advertisement. If the user doesn't click on this advertisement, the video will show you a preview of the next video. This technology can be improved by 5%? 8% click rate, the cost per thousand people is only 10 USD. In contrast, the cost of traditional patch advertising reaching thousands of people should reach 20? 50 dollars. Now websites such as Sohu Video are also using similar technologies or methods.

With the rich accumulation of its video technology, Microsoft has developed a new video advertising model: marking and indexing the objects appearing in video content. Once a user is interested in an object in a picture while watching a video, he can stimulate the corresponding video advertisement by clicking on the object. This way from laboratory to reality should bring great changes to online video marketing.

YouTube has also created a new in-video advertisement: an animation bar blurs 20% of the bottom of the video frame, starts at 15 seconds after the video starts, and shrinks to a clickable button after 10 seconds.

2

Video virus marketing

Video virus marketing is another important online video marketing model. With the help of good video advertisements, there are many successful cases that are widely spread on the Internet without spending money. How to find the "virus" suitable for brand appeal is a problem that enterprises and marketers need to focus on. What we need to do, and can do, is to make advertisements more delicious, cola and soft when making videos, so as to better attract consumers' attention.

Case 1:

"Is it a mess?" : Personalized creativity and clear theme.

Recently, a crazy middle-aged man with white hair always appears on the most watched list of YouTube, a video site. This guy named "Tom" stuffed everything he could think of into the blender on the table-poker, matches, light bulbs? Even a cell phone! At the beginning of each video, the old man will say with protective eyes, "Isn't it good?" This is a problem. "It will merge? This is a problem.

The latest victim of the video series "Did you screw it up?" It's an iPod Walkman produced by Apple a few years ago. Tom threw this white antique style into the blender, covered it and creaked for 20 seconds, then the walkman turned into a dusty metal powder. Since it was uploaded to YouTube on February 3, 2006, this amazing video has been viewed nearly 2.7 million times in two months. No audience has not been conquered by the omnipotent blender. Click on the website in the program description to find out.

That's exactly what Mr. Tom wants-his full name is Tom Dixon Tom Dixon, and he is the CEO of Blendtec, which makes household food mixers. He used to test his blender in the company with all kinds of strange things. So George Wright, the marketing director, had a whim and decided to record these weird testing processes.

Come on, add some incredible experiments, such as marble and golf clubs, and post them online.

They always * * * produced nearly 30 such videos and put them online, and will continue to add fuel to the fire according to the reaction of netizens. "Our goal is to deepen brand and market awareness," marketing director Wright said in an interview with Businessweek. "Many people's home mixers may not be able to break ice cubes, and they will firmly remember this machine that can stir marble."

Mr. Tom Dixon, who sells Blendtec brand mixers, deeply agrees with this. In the video series "Is it bad?" Compared with the previous monthly records, their online sales have surged fourfold.

Case 2:

The orangutan drummer: Cadbury's joy is infected and sensational.

A song "Tonight in the Air" slowly sounded, and the highly infectious tune made British singer phil collins popular all over the country, and also intoxicated our unique "protagonist". He held his breath thoughtfully, as if he were accumulating emotions and waiting for the moment to erupt. After brewing for some time, he knocked on the drum set with passion and devotion. This "he" is actually an orangutan. At the end of the film, there is an advertising copy: a cup and a half full of joy.

"See that orangutan?" Recently, at least 500 thousand computer video users mentioned this topic to their relatives and friends. This TV advertisement of Cadbury has become the most popular video program on YouTube and other video websites, with 5 million views. The video was widely posted on blogs and Facebook, and even appeared in Australian news, which Cadbury did not expect. "Orangutan" also won the film and television award at the Cannes International Advertising Festival in 2008.

; "Orangutan", an important role, is actually an actor wearing a hand-made orangutan fur costume. With the rhythm of the music, he played drums and shook his body involuntarily, showing the joy and emotion brought by the goods. Finally, with a slogan of "joy without limit", it is expressed that Cadbury chocolate is a feeling of pleasure and satisfaction.

At first, the video advertisement of "orangutan drummer" was only broadcast online, but it began to be broadcast on TV media because of its good effect. Lao Shuang 'en, executive creative director of JWT Northeast Asia in Shanghai, said that when the creative risk is too great, advertisers are usually afraid to put advertisements directly in traditional media. Instead, they will use the new media-the Internet to test the audience's reaction after reading it, and then decide whether to put the whole advertisement on the mass media.

three

Baidu "Tang Bohu": the earliest successful video marketing in China

In China, the first case of online video marketing seems impossible, but Baidu's "I know you don't know, I know you don't know, I know you don't know" video promo "Tang Bohu" should belong to one of the very famous early video marketing cases.

The video was completed and began to spread in the third quarter of 2005, when YouTube was just established less than a year ago, let alone a Chinese video website. But this video was widely circulated, and the main communication channel at that time was through BBS.

Tang Bohu is a very grassroots video clip. The protagonist looks like Stephen Chow's version of Tang Bohu. He used China's classic phrase riddle "I know you don't know, I know you don't know, I know you don't know" to severely mock the foreigner who only knew "I know", and finally hooked up with all the foreigners' girlfriends, and the nun was also moved. Finally, the old man vomited blood and fell to the ground, and a line of big characters typed: Baidu, who knows Chinese better.

Anyone who has a little contact with the two major search engines can see that this video is a mockery of Google. This kind of short film, which can't usually be broadcast on TV channels and the picture is blurred, is absolutely unimaginable and impossible for traditional TV advertisements:

Baidu's "Tang Bohu" series didn't cost any media and didn't send a press release. From the time when some employees of Baidu sent emails to friends and hung links on some small websites, there were at least 654.38 million downloads or views on the Internet in just one month. By June 5438+February, 2005, nearly 20 million people had watched and spread the film, which did not include the spread of e-mail, QQ and MSN. Moreover, this kind of communication is not mixed in many advertisements like traditional TV advertisements. All viewers watch it without interference from other advertisements, and the number of times of viewing is infinite, and its communication depth is far from that of traditional TV advertisements.