sneezing fit

BBC blastcast• 12,332 views

• 66 comments

• corporate not personal

• high production values

• right web-space for audience

• one way distribution social platform

Link to Blastcast on YouTube

C4 adam• 64,364 views

• 1,336 comments

• fans, followers, subscriber in Web 2 space

• audience challenge/conversation

• collaboration - hybrid

Link to Challenge Adam on YouTube

web video counts

Link to Yes You Can on YouTube

must do for online marketers 2008*

• start making movies

•massive

• people like movies

• go viral

• eyeballs and buzz

• * Bizreport.com

massive and growing• December 07

• UK 3 billion videos, 108 videos each, 87% reach

• US 9.5 billion videos, 108 videos each, 78% reach

• US Feb 08 10 Billion, Mar 08 11.5 Billion*

• Top Sites

• *www.comscore.com

sneeze

• popular/pop culture

• threshold

•Web 2 conversation

• spikes and surges

• voluntary

eedjits guide• clip

• comic

• chops up

• current

• camp

• cheesy

• controversial

• cute

Link to Pork and Beans on YouTube

viral web marketing

• not about hard sell

• triggers conversations in blogsphere

• looks at home on web

• good ideas can come from anywhere

• rip-offs create more buzz

campaign: dove

• impact 1.7 million hits in 3 weeks, topped chart of blog links

• features

• web 2 savy

• audience challenge/conversation

• collaboration - hybrid

warm glow: cadburys

• impact

• 0.5 million week 1

• 6 million 2 months

• buzz rating 2 - 12

• sales up 7%

• features

•web 2 savy

ugc hybrid

doritos• “Crash the

Superbowl”

• 2.6 million risk

•make/upload/choose

• response ripples

•website surge - 4 million

levi jumpin

• 2.5 million hits in one week

• stealth advert looks like ugc

•markets product without naming it - taps into web stunt trend

• audience challenge/conversation/collaboration/hybrid

Link to Levi Jumpin on YouTube

Ipod

•Nick Haley - 18 year old student in UK

• spotted and picked up by New York creative agency

• consumer generated content used by mainstream

• audience challenge/conversation/hybrid

Link to iPod Touch advert

all about eyeballs

• reach a sneeze threshold

• grab attention with title

• draw traffic in with thumbnail

• be clever with tagging

• release video simultaneously

think beyond youtube

think beyond google

measure success

•measure eyeballs and conversions - Comscore, Vidmetre, Hitwise

•measure blogsphere buzz - Neilsen’s BuzzMetric, BlogPulse, YouGov’s BrandIndex