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 – Christmas edition [updated]

Yes its already that time again… here is our round up of the most viewed, talked about and expensive Christmas commercials starting with The Bear and the Hare, the £7 million John Lewis Christmas TV commercial;

Its arrival heralds the start of the festivities, according to economists, although the rival M&S campaign, unveiled this week, began the annual drive to make us stop budgeting and start indulging. M&S’s poster girl, Rosie Huntington-Whiteley, in lingerie naturally, will be vying against a cartoon bear, the star of the John Lewis campaign. It’s beauty versus the beast.

Taking a different approach is Tesco that goes down the nostalgic route;

Morrison is playing it safe with celebrity endorsement

ASDA doesn’t give up on the price war, even during Christmas;

A very cute and massive unwrap from Cadbury

One of my favourite LEGO;

But Sainsbury probably created the most buzz this year with Christmas in a day. Last year they asked people to send in their personal video and so Christmas in a Day features heart-warming home footage of celebrations. Directed by Oscar-winning Life In A Day director Kevin Macdonald, His award-winning 2011 Youtube film featured 80,000 crowd-sourced clips. The ’Christmas in a Day’ 50-minute film, which took 14 months to make, documents the different experiences of a range of UK families to capture the diversity of celebrations across the country.

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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Dockers Shoppable Video Aims at Millennial Males with Tinie Tempah using wirewax

Yet another brand is trying to chase those elusive millenial males. Dockers, the Levi Strauss subsidiary, whose khaki pants still conjure up a vision of aging boomers on the golf course, recently launched a shoppable, interactive video featuring up-and-coming British hip-hop artist Tinie Tempah.

Screen Shot 2013-10-18 at 16.22.17

Launched on October 1, the video shows the artist on location in London singing his new single-ironically entitled “Don’t Sell Out” and sporting a variety of items from Dockers hip new Alpha clothing line.

“The younger generation has not been engaged by Dockers as it perceives us as an older, more conservative brand,” says Adrienne Lofton Shaw, who joined Dockers as chief marketing officer in April. “For us, it’s critical to make sure every generation is part of the Dockers brand.”

The new fashion line features slimmer cut, more tapered pants than typical Dockers, sometimes in funky colors like purple or orange, or tighter fitting shirts and sweaters.

Several times throughout the video viewers see a “click to shop” tag, enabling them to clickthrough to the Dockers site to purchase items such as its Alpha khaki slim fits or its cable fisherman turtleneck sweater.

“We wanted to blend art content and commerce to create a video people want to watch, and the Dockers element doesn’t seemed forced,” says Moksha Fitzgibbons, head of sales and marketing at Complex Media, which acted as creative director on the campaign. The video is being shown solely on Complex’s network of websites, geared to style-oriented males 18 to 34.

Tempah, however, chose his own wardrobe from among the new Dockers Alpha line, which emerged as a result of focus groups showing that millennial males want a dressier alternative to jeans that is nonetheless as trendy, stylish and comfortable as a pair of jeans, Lofton Shaw tells ClickZ.

“Non denim is trending really high for younger consumers,” she says, noting that millennial males in general are much more style conscious than their older counterparts. “As soon as guys find out about the Alpha line, they fall in love with the style,” she claims.

Launching the video was one part of the effort to get the word out. Tempah also performed at the Dockers Alpha Collection launch party in New York in September, as well as appearing at a Docker’s pop up shop in Soho. “This is not a one and done thing for us. We want our advertising to be seamless and integrated so that every time our consumer looks around, he sees Dockers from a fresh perspective,” says Lofton Shaw.

According to Complex, the video has seen 1.5 million views since it was launched. However shares on Facebook and Twitter on the main Complex site were relatively low with, only 32 tweets and 42 likes on Facebook. Lofton Shaw will not give more specific numbers but says that the Dockers site has seen a boost in sales as a result of the campaign.

Dockers earlier this year also teamed up with GQ for a mobile “Wear the Pants” tour, a pop-up dressing room in a converted airstream trailer where visitors could get free styling advice-and pants. The tour stops in Atlanta, Chicago and Philadelphia were publicized on Facebook, Instagram and Twitter.

The shopable video was created with Wirewax which makes it very easy to customise video and make them shopable we have done a brief test with our latest video to see how this could work.  We think this could be a game changer in the ecommerce space making it now easy for everyone to create a shopable video.

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Online Video Uploads Double In Past Four Years [Report]

The number of adult Americans who watch online video has risen to 78% while those who upload video to the internet has doubled since 2008 from 14% to 31%. The findings, from Pew Internet, also confirm that 18% of adult internet users post videos they have created or recorded themselves and that mobile devices are playing a huge part in the increase of online video activity. It’s a pretty lengthy report but Pew have summed it up in this short video:

Online Video In The U.S: Main Findings From The Pew Report

  • The percentage of online adults in the U.S. who use video sharing sites like Vimeo or YouTube has grown from 33% to the current figure of 72% since 2006.
  • 27% of adult Internet users have uploaded a video to the Internet for others to watch or download while 18% have posted videos that they have taken or created themselves.
  • 41% of 18-29 year-old internet users and 36% of 30-49 year-old internet users post or share videos online.
  • 36% of adults have downloaded a video to a mobile device or desktop to watch later.
  • 56% of adults watch informational or ‘how to’ videos.
  • 35% of adults who post videos online (11% of all adult internet users) hope to see their video go viral

What Americans Watch And How They Watch It

78% of adults with internet connections watch or download video, that up from 69% four years ago, according to the Pew survey. An average of 72% of adults regularly watch video via sites like YouTube although this number is considerably higher amongst 18 to 29 year olds. 45% of users aged between 30 and 49 download videos to watch later on their desktops or mobile devices.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

As with the previous 2009 report, Pew found that comedy and educational videos were the most highly watched types of content with 57% of all online adults saying they watch comedy videos and 50% of online adults saying they watch educational videos. These two genres are now joined at the top of the list by how-to videos, watched by 56% of online adults, and music videos. 50% of all online adults now watch music videos compared to 32% in 2009.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

What Americans Upload And Why They Upload It

34% of Americans aged between 18 and 29 uploaded a video to the internet for others to watch, while 28% of those surveyed in the same age range uploaded a video they had created themselves.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

As the above chart shows, the younger the participant, the more likely they were to post and share videos online. 71% of video posters uploaded to social networking sites, 40% used their mobiles to record video while 23% used a mobile app to upload video to the internet.

58% of those who uploaded video content chose to post video of friends and family rather than overly scripted footage. 45% uploaded a video of their pet or another animal.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

Video Sharing Sites

The Pew survey credits sites like YouTube and Vimeo as the driving force behind the increase in uploading activity. Usage of these sites have increased from 33% to 72% since 2006.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

Kristen Purcell, Associate Director of Research at Pew confirmed that:

As the online video culture grows – fueled by video-sharing sites, mobile phones and online social networking – posting videos online is becoming a mainstream online behavior

Pew’s findings are from a survey of 1,003 adults conducted this summer. You Can download the report from this page.

Peek of the Week

The paradox of a fast food company producing creative content that berates the idea of Big Agriculture hasn’t stopped the latest video ad from Chipotle from going super viral. Since its upload to YouTube on the 11th September it has already amassed (at time of writing) 6,414,154 views, 42,360 likes! and attracted the type of engagement and buzz that many established brands can only dream of. The story of ‘The Scarecrow’ is a breathtakingly beautiful animation that follows our subject as he navigates the horror that is factory farming in the 21st Century. I say navigates but this no PETA inspired gorefest, the images are gentle and heartbreaking but they only hint at the real story. There’s nothing here to scare the horses;

Created by CAA Marketing and the Oscar-winning animation team at Moonbot Studios, the video takes the  viewer behind the scenes of Crow Foods Inc where cows and chickens are confined, brutalised and processed. All the while singer Fiona Apple serenades us with a haunting rendition of the Tony Newley/Willy Wonka classic “Pure Imagination”. Our Scarecrow becomes so disillusioned he hotfoots it back to the country where he creates his own version of simple, homely fare using Chipotle products.

Chipotle are gaining a reputation for trying to raise food processing standards acrossing the industry. Once heavily invested in by McDonalds (oh, the irony) they announced earlier this year that they wanted to become the first chain of U.S. restaurants to ban GMO ingredients from its menu. The new video campaign, released along with its own app and website is set to become of the most memorable of 2013.

Another nice peek of the week is the new Partizan produced clip for Gillete directed by Academy Award-winner Michel Gondry in collaboration with Phil Mossman from LCD Soundsystem.  Watch NFL players in a musical experiment.

Last but not least we also like to share with you our latest commercial produced for our client Simply Business UK;

Will Video Ads Sink Facebook? Social Media Giant Faces User Backlash

The video ad market is on the cusp of a multi-billion dollar expansion that could transform Facebook and Instagram into syndication platforms putting pressure on the existing TV model, but those users may not accept commercials as readily as major online video sites.

TV advertising is a big business, but online video ads are projected to grow even more rapidly. eMarketer says that advertisers in the U.S. will spend $66.4 billion on TV ads this year, compared to $4.1 billion online. However, it foresees 40 percent growth in video ads.

Facebook Has the Potential To Generate $1 Billion in Ad Revenue

Morgan Stanley financial analysts are predicting that Facebook could generate over $1 billion next year in video ad revenues and as much as $6.5 billion by 2020. Advertisers are willing to pay a premium to Facebook because its ability to reach the coveted 25-34 demographic can exceed TV networks’ reach, Nielsen has found.

Facebook is especially attractive to advertisers during primetime hours. Nielsen has found that it is “a strong driver of duplicated reach—meaning that a marketer could reach the same consumers online and on TV.” Facebook complements TV ads and is overturning the perception that the Internet is only for niche audiences by becoming a channel for “broadly messaged, brand advertising,” Nielsen said in a July report. What’s important to note is that Facebook has served as extension to the main TV experience by bringing value through second screen activities. The Nielsen report noted that: The emergence of far-reaching publishers like Facebook, however, means that marketers now have another option for reaching consumers en masse. Likewise, the availability of true cross-screen metrics enables them to understand how digital can reinforce and complement their TV investment.

Facebook User Attention Span Is An Issue

Facebook has the scale to do this with its 1.15 billion monthly active users, but actual consumer interactions with its video ads could deviate from what analysts are expecting. Consumers are willing to sit through 30 or 60-second advertisements on online video platforms like YouTube,Hulu and UVidi, because they want access to the content. The social consumer is different – they don’t have the same attention span.

Moreover, Facebook doesn’t have a content strategy to hold users’ attention. The majority of the content that it distributes is user-generated and short-form, thus greatly reducing the likelihood that anyone is going to want to sit through a commercial to watch their friend’s cat fall off a couch. As video consumption evolves, we are seeing that 15 and 30 second pre-rolls are effective when users want premium content. It’s likely you will see much shorter messaging on social platforms with pre-roll that is 5 to 8 seconds long. Early testers will try to create branded content and use Facebook as a distribution source, but currently it can’t compete with the big video platforms because it won’t deliver equivalent results with its existing videos.

That’s the challenge: Facebook offers a very different customer experience from other content distribution sites. A model that could work would be to complement a TV advertising package with a Facebook extension that includes video to target mobile devices. More than 40 percent of Facebook’s advertising revenue and 68 percent of its traffic come from mobile customers, according to its Q2 earnings call in late July. That’s assuming users want ads.

Consumer sentiment could be why Facebook is moving so cautiously with video ads. It wants its ads to display in ways that aren’t distracting or alienating towards users the Wall Street Journal reports. “Striking that balance between consumer happiness and commercial opportunity has been a challenge for the young company, leading to delays and frustrations among the marketers it is trying to woo,” the report said.

While Facebook tinkers, established video platforms are better positioned to drawn display budget because of the duration of the videos. Morgan Stanley predicts that YouTube will generate $5.7 billion in video ad revenue next year, which is estimated to grow to approximately $17 billion by 2019.

Facebook could meet the street’s expectations, but that’s only true if consumers buy in. Content is king and will influence consumer interactions with video advertisements.