Posts Tagged ‘video’

A campaign about nothing

September 12, 2008

Chapter 2 is online. Jerry and Bill are already back for the second episode of the Seinfeld-Microsoft saga. This time it’s a 4.30 minutes episode and it’s even more seinfeldish than the previous one.

Episode 2 will be even more praised and hated than Episode 1 and that’s OK.

I had a good laugh, I hope you will

Edit: I like what Dion Hughes wrote about the campaign after the first episode:

 Everyone is piling on. When was the last time this many people had anything to say, positive or negative, about a Microsoft communication?

read Dion’s full post

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Viral video tips and tricks

August 12, 2008

I just watched my stats and found this incoming link coming from viralvideochart.

It’s the first time I heard about this tool and I must say I like it. The video listed have been compiled by Unruly Media.

It’s not new at all (Jeff Jarvis was blogging about it 2 years ago)

I especially advise their resources section where you will find all you need to know about the art of viral videos.

A few interesting things I’ve noted:

– Duncan Watts, the Godfather of all viral marketers proposes an approach called “big-seed” marketing in order to combine virality and control offered by traditional media planning (and maximize your chances of being noticed).

– There are very dirty strategies to maximize your hits on video sharing websites. I doubt they are efficient for your conversion and satisfaction figures.

– Blip, Metacafe and Dailymotion are the most stringent sites for counting views

– The life cycle of viral video tends to tail off. After 11 days, you basically reached 25% of the audience that your video will reach after one year.

– A lot of patterns are just made up (thus non replicable) and that gives even more credit to Duncan Watts big-seed principle. If you want the insurance to be seen, you’d better invest in a video campaign and hope that viewers will share your video.

PS: it’s not only about hits, it’s also about impact. Watch the Dynamic Logic conclusions on impactful videos.

Brave new world (wide web)

August 4, 2008

No rational person could possibly believe that there is any tension between ‘mainstream’ and “alternative’ culture”

This provocative quote comes from “Rebel sell, why the culture can’t be jammed”, a brilliant and thought provoking (but also pretty mocking) book by Joseph Heath and Andrew Potter.  The culture-jammers (represented today by people like Naomi Klein) state that rebellion and disruptive behaviors endanger the capitalist system and mass society that encourages conformity.  This has been the subject of very popular movies like American beauty, fight club or maybe even Wall-e. It’s also very present in advertising.  Heath and Potter believe the exact opposite and that counter culture relies on a vision of society that is totally biased. Watch this interview

Unfortunately, there is nothing about web 2.0 in rebel sell (the book was released in 2005) and I would very much like to read their opinion about the participative web (there are a few lines about net neutrality)

Anyway, the book made me realize why Microsoft wasn’t (perceived as) cool: It’s not about quality of products, it’s only about counter culture values. Google and Apple are supposedly counter cultural, anti-system, dissent, rebel and “authentic” (as stated in Apple’s 1984 commercial) while Microsoft is supposedly a symbol of conformity and an agent of the system.  Google achieved to be a culture-jammer through their battle for net neutrality and by their “do no evil” motto, Mac thanks to their disruptive/1984/think different marketing strategy.

But are they a menace to any system? I don’t think so.

What about us?*

 

* bloggers and other social media users