I used to work with Microsoft and sometimes joked that they didn't actually need to advertise at all. They just needed to do lots and lots of focus groups with the media budget. They could talk to the same number of people, it might cost a bit more but the behavioural shifts would win me an Effie before you could say boo.
Anyway, that's one alternative media strategy.
Another is to stick your ads on YouTube and hope that vast droves come and watch.
This is a little video of some peoples' stick puppets singing a song about Harry Potter. Juan Cabral is nowhere to be found. Just look at the number of views. 37 million and counting.
Why? Perhaps because the subject matter is close to the hearts of the audience. Perhaps because its not branded. Perhaps because its genuine and not slick. Brands take note. If you stick stuff on YouTube to get the audience hyped before the ad airs, make sure it's more interesting than a sock puppet in someone's bedroom.
No comments:
Post a Comment