J.D. at New Media Musings has an interesting recap in Flavors of Grassroots Video. Online video has been an increasing area of interest for marketers -- recently we have heard American Express talk about their creative as rolling video stock.
A week or so back, Unilever (they call their creative "filmed assets") kicked off an Enhanced TV Task Force with a case study where they used a viral online video they had developed for the Axe brand in the UK. The beauty is that they repackaged their "filmed assets" as a short clip on the Adult Swim Video on Demand channel. The story of a small town in Alaska with no women that turned to Axe body spray was a huge success for Unilever. They were hoping for a million viewers to download this low-cost endeavor. They got 2 million.
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