TV advertisers are finally discovering that YouTube + viral imagination = free media
source: http://sethgodin.typepad.com/seths_blog/2009/04/making-commercials-for-the-web.html
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- brad2000
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In light of ITV boo-hooing over their Susan Boyle lost millions I thought I'd share some of Seth Godin's wise words with you on how to harness viral capability to drum up interest within the internet community.
1. Assume that the viewer has the attention span of an espresso-crazed fruitfly. That means slapstick, quick cuts and velocity.
2. Find a word or phrase that you can own in Google, that fits in an email, and that comes up in discussion at the cafeteria table or in the playground.
Castrol gets both rules right in this inane commercial.
3. Length doesn't matter. 10 seconds is fine and so is five minutes. Media is free, remember?
4. Challenge the status quo, be provocative, touch a social nerve or create some other sort of interesting conversation. In other words, a commercial worth watching.
The most important thing to take from Seth’s advice is that different rules apply now; this should be an exciting time for advertisers with a bit of ingenuity. No longer should the biggest names with the biggest budgets have a monopoly over which ads we are spoon fed from our television sets. Viral marketing is meritocratic: make me laugh, make me smile, make me fall off my chair – you have my attention. Simple.
1. Assume that the viewer has the attention span of an espresso-crazed fruitfly. That means slapstick, quick cuts and velocity.
2. Find a word or phrase that you can own in Google, that fits in an email, and that comes up in discussion at the cafeteria table or in the playground.
Castrol gets both rules right in this inane commercial.
3. Length doesn't matter. 10 seconds is fine and so is five minutes. Media is free, remember?
4. Challenge the status quo, be provocative, touch a social nerve or create some other sort of interesting conversation. In other words, a commercial worth watching.
The most important thing to take from Seth’s advice is that different rules apply now; this should be an exciting time for advertisers with a bit of ingenuity. No longer should the biggest names with the biggest budgets have a monopoly over which ads we are spoon fed from our television sets. Viral marketing is meritocratic: make me laugh, make me smile, make me fall off my chair – you have my attention. Simple.
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- groups:
- Upstream
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- tags:
- Upstream, Viral, Seth Godin
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AnnieMole
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You're right - it's a shame ITV hadn't spent more time looking at Seth's blog before crying about their lost money.
- 2 years ago
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AnnieMole
