How Virgin America Got 6 Million People To Watch A Flight Safety Video Without Stepping On A Plane

When was the last time you paid attention to a pre-flight safety demonstration? In the past 12 days, Virgin America has managed to get 5.8 million people to watch their safety video without even stepping on a plane!

Virgin America Safety Video

The airline roped in American director Jon M.Chu (Step Up 2, Step Up 3D) and a team of renowned choreographers, producers and dance stars to give their safety video a full blown makeover. 36 dancersspent 26 hours on set, using 14 different dance styles including broadway, contemporary, jazz, tango, b-boy and break dancing. The end result is this innovative piece of entertainment that has received over 5.8 million YouTube views, 430,000 Facebook shares and 17,000 tweets in less than 2 weeks!

Check out the full video below:

Behind the scenes:

The cast consisted of 10 So You Think You Can Dance alum, 2 former Olympians and 1 American Idol finalist. Watch this behind-the-scenes video to know more about the VX Safety Dance concept, the crew and the creative minds behind the campaign:

You can submit your dance moves at VXsafetydance.com and be part of Virgin America’s next safety video. What ‘s your take on this new approach to in-flight safety demonstrations? Ingenious or ineffective? Would you find this entertaining if you’re a frequent flyer? Share your views in the comments section below.

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Peek of the Week – Top 10 Global Online Video Ads for October 2013

A prank played on a group of coffee shop drinkers to promote the remake of 70s horror classic Carrie tops last month’s Unruly Global Ads Chart.

The ad was October’s most popular by a country mile, attracting almost 1.7 million more shares across Facebook, Twitter and the blogosphere than the second-placed ad, PooPourri’s hilarious “Girls Don’t Poop” It attracted more then 2.1 million shares in October.

You can throw as many special effects or clever catchphrases into your marketing mix as possible, but apparently nothing beats the sight of a little girl throwing up. Or at least that’s one way to look at the incredible success of Crest and Oral-B’s “Halloween Treats Gone Wrong ad”. But what they will be even more happy with is the performance of the ad. Launched just a few days before the end of the month, the commercial attracted more than 225,000 shares during October, making it the seventh most shared ad of the month.

The PS4. “For The Players Since 1995” is a sedate and nostalgic journey through the history of the Playstation told through the bedroom of a teenage boy. It attracted 104,431 shares last month, almost 30,000 more than Xbox’s 19th-placed “Invitation”, which was launched a few days later.

Other newcomers to the top 20 include Virgin Atlantic’s new all-singing and all-dancing safety demonstration.

Top 20 Most Shared, Branded Video Ads During October 2013

1. MGM: Telekinetic Coffee Shop Surprise – Shares: 2.1million

2. PooPourri: Girls Don’t Poop – Shares: 418,023

3. GoPro: HERO3+ Black Edition: Smaller, Lighter, Mightier Still – Shares: 320,611

4. GEICO: Hump Day – Shares: 258,145

5. GoPro: Firemen Saves Kitten – Shares: 241,781

6. Samsung: Note 3 – First Hands On – Shares: 237,310

7. Crest and Oral-B: Halloween Treats Gone Wrong – Shares: 225,156

8. Virgin America: #VXsafetydance – Shares: 205,327

9. Mercedes-Benz: Chicken – Shares: 187,677

10. Pepsi Max: Uncle Drew 3 – Shares: 178,099

 

The next Peek of the week will be the Christmas edition!

 

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33% of tablet owners watch 1 Hour Of Video Content Per Day

In just a few short years the tablet has become a hugely popular second screen of choice for 33% of American adults, and while it may not be an essential item, its affordability means that it is within reach of an increasing number of users. New research from YuMe shows how we use our tablets and it’s no surprise to see that a third of of us devote an hour a day to them, with the minimum of distraction. As for video consumption, 100% of those tablet users surveyed confirmed that they watch videos at home, 66% watch videos on holiday, 22% watch videos while commuting or at work and 13% will watch video content while out drinking or dining.

33% of tablet owning adults will watch video for up to 1 hour a day on weekdays while 24% will watch up to two hours of content on the weekends. 8% of adults will watch around 4 hours of video content at the weekends, presumably due to less distractions.

Tablet use also lead to better recall of video ads, according to the report, with 57% of those asked able to recall a video ad without prompting. That compares favourably against the smartphone (49%) and the TV (45%). Advertisers that created mobile specific ad content were also perceived as being ‘cooler’.

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Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.

The increasing popularity of social networking sites and the proliferation of cell phones have helped spur the growing online video culture
The growing popularity of posting and watching online videos is a natural byproduct of the increasing percent of adults who use social network sites such as Facebook, as well as the proliferation of cell phones which make it relatively easy to watch, record, and post videos online. Fully 72% of online adults now use social networking sites, which provide a venue for video sharing and watching. The current survey shows that:

  • 71% of adults who post videos online do so on social networking sites.
  • 58% of adults who watch online videos do so on social networking sites.

Similarly, as the percent of American adults who own a cell phone has reached 91%4 , it is not  uncommon for adults to use these devices to participate in the online video culture. Among adult cell phone owners:

  • 41% use their phones to watch video.
  •  40% use their phones to record video.
  • 20% use their phones to post videos online.

More recently, apps have emerged which bring the convenience of cell phones together with the
popularity of online video. In the current survey:

  • 23% of adults who post videos online do so using a mobile app such as Vine.
  • 17% of adults who watch videos online do so using a mobile app

Video Advertising Beyond the Top of the Funnel

Digital video ads can be for more than just awareness

When marketers determine their goals for digital video advertising, top-of-the-funnel awareness is almost always their main focus. In that sense, digital video differs little from TV advertising.

But what about mid- and bottom-funnel objectives, such as consideration, preference and the actual conversion? While it’s still early in the game, more and more brands are finding ways to use digital video to help achieve those goals. However, shifting focus down from awareness will not come easy. The use of digital video for awareness is near universal, cited by 94.6% of US media agencies as an objective for brand video efforts in a December 2012 study from Sharethrough. In contrast, far fewer respondents mentioned mid- and lower-funnel goals such as purchase intent, customer acquisition and customer loyalty.

“We have fallen into this trap of thinking that video is only for top-of-funnel activities,” said Mina Seetharaman, senior partner and executive director of content and advanced video practices at OgilvyOne. “But we have a lot of programs that prove otherwise.”

“This is all relatively new,” said Jonathan Lee, managing director of brand and marketing strategy at Huge, a digital agency. “We’re conditioned. We’re not rewarded for experimentation. We’re rewarded for conventional behavior. While boundaries are being pushed every day in this business, you’re always going to have the people who are not going to do it until it’s proven. … [But that’s] always a trepidation clients have.”

And attribution is hard. Measuring video’s effectiveness for goals beyond awareness, especially in cross-platform campaigns, can be even harder.

When marketers can figure out when and how video advertising has contributed to successful mid- and lower-funnel goals, their work can become more effective. According to 37.2% of US marketers and agencies surveyed by Netmining in April 2013, using attribution helped them minimize media spend waste.

Many marketers still focus on video as a driver of awareness at the top of the funnel, making it difficult to determine its contribution to mid- and lower-funnel results. For instance, when marketers use a same-session attribution model, they will rarely see high returns from video. To solve this and other sticking points, more marketers will need to budge from their comfort zones.

 

 

Channel 4 Commission YouTube Creatives For Original Broadcast Content

As the lines between traditional and new media continue to blur, yet another terrestrial TV channel is making content available online and turning to YouTube creators to produce and star in those shows. Channel 4, one of the 5 main television broadcasters in the UK has embraced diversification in a huge way and their latest venture, an online TV commission for original talent, will be available on 4oD and on through their YouTube channel.

The project, ‘Mashed‘ will showcase original short form video content based around sketches and music with further input from YouTubers such as Dan Bull and composer John Boswell AKA melodysheep.

‘Mashed’ for online will initially run for six months with new videos added weekly – Channel 4 will broadcast a selection of the best content later this year.

The ‘Mashed’ consortium of independent creatives have also been commissioned to create the trailers for a selection of new programmes on the channel. The first include three humorous videos for the forthcoming series of documentary/reality show ‘Chicken Shop’ from YouTuber’sNick DenBoerTea&Cheese and Superpowerless. You can see the first online now.

Richard Davidson-Houston, head of online at Channel 4 said:

We’re engaging with talent that are new to Channel 4, in new spaces, to make new forms of content, aligning it with broadcast and 4oD – we’re looking to find a natural rhythm between the different media

How the Top 100 Brands Use YouTube for Marketing

Pixability just released a study called, “The Top 100 Global Brands: Key Lessons for Success on YouTube,” which showed how these companies (based on Interbrands’ top 100) have been using the platform.  From these findings, Pixability was able to derive some lessons that all marketers can use.  And they studied everything: what are brands doing with multiple channels, how they used social media, were they properly targeting the ads, did they post consistently, do some brands have channels that are basically dormant, and so on. What are the best brands doing on YouTube?  Read on.

Top 100 Brands & YouTube: Key Takeaways

Here’s something that has probably been said on this site more than any other thing:

1. Post content consistently.

The most successful brands publish 50 percent more videos per channel than the least successful ones.  They do it on a regular schedule.

How the Top 100 Brands Use YouTube for Marketing

2. Take YouTube SEO seriously.

Citing its place as the 2nd-largest search engine in the world, behind only its parent company Google, Pixability says discoverability is key.  YouTube SEO is very different from traditional SEO, and Google favors web pages with YouTube embeds.  The best 25 percent of brands optimize their videos properly, utilizing more playlists and tags than the bottom 25 percent.

How the Top 100 Brands Use YouTube for Marketing

3. No need for overproduction.

The best brands produce a variety of content.

4. Always On

The top brands integrate their video strategy with their offline strategy.  17 of the top 100 brands use less than 50 percent of their channels.  Brands should not be afraid to create web series for limited, but highly engaged audiences.

How the Top 100 Brands Use YouTube for Marketing

5. Put your brand on everything where it makes sense.

The top brands put the logo in the video and in the metadata.  Why is putting it in the video important?  Because people aren’t always watching your content on your channel.  The regular watch page on YouTube and any embed isn’t likely to have your branding anywhere, so use it where you can.  But don’t go overboard and start sticking it in so many places that you create brand fatigue.

6. Content is more important than Channels.

Uploading consistent content is way more important than creating multiple specialized channels.  37 percent of all channels were not updated with new content in 120 days.  The best channels focus on their target audience and deliver video to them regularly.  The study cites Kleenex, Johnny Walker, and Yahoo (although with Yahoo’s focus on their own video, that makes sense) as the worst offenders with 80 percent of their channels remaining inactive for more than 120 days.

How the Top 100 Brands Use YouTube for Marketing

7. Use that social media thing.

The top 25 percent of brands used social media way more effectively than the bottom 25.  Pixability also found that across different industries, home and luxury segments have the highest sentiment, while financial services and consumer goods are the lowest.  The top brands had 89 times more Tweets and 330 times more Facebook activity:

How the Top 100 Brands Use YouTube for Marketing

Points on Video Marketing

  • Pixability found that brands focus entirely too much on video production and not enough on video marketing. Over 50 percent of the entire library of videos produced by the top brands have less than 1,000 views.
  • Of the 100 brands, only 1 (Morgan Stanley) doesn’t have a YouTube channel.
  • 56 of those brands have 10 channels or more.
  • Since YouTube’s launch, these brands have produced: 258,000 videos and over 1,378 channels with 9.5+ billion views total.
  • Publishing has increased an average of 73 percent annually since 2009.

How the Top 100 Brands Use YouTube for Marketing

Here are the most active industries on YouTube:

How the Top 100 Brands Use YouTube for Marketing

The top video producers also tend to get the most views (Thomson Reuters could use some help), publishing 78 videos per month.  Media companies are publishing 500 a month:

How the Top 100 Brands Use YouTube for Marketing

Pixability also espoused one of video’s top advantages: long tail.  The first three weeks of a video’s launch will account for 40 percent of the total views, but 30 percent will take place over 4-12 weeks and 30 percent will take place in the 12-52 week time period.

How the Top 100 Brands Use YouTube for Marketing

You can read the full report, “The Top 100 Global Brands: Key Lessons for Success on YouTube,” here.

We’d like to thank Pixability for providing us the data!  They also provided a supporting 1-hour webinar on YouTube, if you’re so inclined:

Yuri Arcus invest $1.2 million in Scoopshot to take on stock photo sites with on-demand service

Time to take on the giants; world’s top selling stock photographer, Yuri Arcurs, invests $1.2 million in crowdsourcing service offering on-demand photos in minutes

LONDON, UK, 16 July 2013, 2pm BST – Scoopshot is taking on the multi billion-dollar photo industry with a new service for crowdsourcing on-demand photography in minutes, backed by
. Offering an alternative to stale stock photo libraries and expensive agencies, Scoopshot gives all photo buyers the ability to set assignments for its global network of 280,000+ mobile photographers.

The photography-on-demand service has received $1.2 million funding from Yuri Arcurs, the world’s top selling stock photographer, who sells one photo every eight seconds.  Scoopshot will use the funding to accelerate its international growth with a focus on the UK, US and German markets.

“Today, relevant and unique content is what matters for brands and media companies in order to truly engage consumers. Crowdsourcing offers the unique opportunity to gain both, while adding the element of engagement to the photo sourcing process itself” says Mr. Rahja founder and COO of Scoopshot. “With Scoopshot you can crowdsource images, run photo competitions, do content marketing, gain consumer insights and much more. Your imagination is the only limiting factor” Mr. Rahja continues.

The birth of on-demand photography could sound the death knell for the stock industry as we know it, says Scoopshot CEO, Niko Ruokosuo:  “Buyers are tired of wading through page after page of stale and over-used photography, before having to compromise. For the first time, they can request exactly what they want and receive it within minutes and without spending a fortune. The birth of on-demand photography will be as much of a game changer for the photo industry as iTunes for the Music industry,” says Mr. Ruokosuo.
Scoopshot offers local, national and global photo assignments. Location-based local tasks can be created for free, with national and global tasks available for a small fee. Photo buyers can pay to send an instant notification to photographers in a specific location alerting them of the task, extend the duration of a task, or brand the task with a logo. All photos submitted are available to buy for just $5 each. Brands that have already used Scoopshot to source photos on-demand include Oxfam, Malibu, Fiat, and Vogel’s.

“It is our belief that the majority of stock photography will be on-demand within the next five years. To survive, photo sites must adapt and adopt new models for monetising photography. It really is a case of do or die,” added Mr Ruokosuo.

Scoopshot also offers subscriptions for media users, providing a live feed of eyewitness photos from its crowd of mobile photographers in 177 countries.

“Media coverage is becoming much more visual. Long pages of text are giving way to image-heavy articles. Consequently, demand for photos is increasing,” said Mr Ruokosuo. “With our global army of photographers expanding daily, we’re offering instant access to authenticated eyewitness photos from across the globe and the ability to request photos from any location. Aside from saving time, eye witness photography is a powerful supplement to freelance and staff photography.”

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To set a task, visit Scoopshot’s website at: http://www.scoopshot.com