Videos Ads for “Reign Over Me”, MyCadillacStory.com and Google’s Gmail
Making Video Ads Viral. But how about Direct to YouTube Viral?
I’ve been noticing that LinkedIn has been very aggressive in displaying video ads for Cadillac, a film called “Reign Over Me” and Google’s Gmail video. Yet, while being all videos advertisements, they share three very different paths when looking at what the ads link to:
- “Reign Over Me” goes to a horrible Moviefone page with no call to action. What exactly am I supposed to learn or do when I get to this page?
- Cadillac goes to a very slick looking “My Cadillac Story” minisite, with video profiles of famous people that have been changed by Cadillac, and includes the usual “Send to a Friend” links. This is very similar to the Blackberry Pearl minisite.
- The Gmail Google Video is a quirky lo-fi video that links straight to the YouTube webpage for that video.
Cadillac and Gmail both wins points for execution, but the Gmail Team has a very interesting link back to YouTube. And here’s why:
- Familiarity for the Users: This YouTube tie-in brings the user to a website that she/he is very familiar with and most likely has probably played around in, forward clips to friends from, copied and pasted YouTube videos to MySpace, etc.
- Increased Exposure: Instead of having the video siloed on a standalone minisite – say GmailMuppetTheatre.com – the Gmail Team has positioned the video within YouTube itself, where it maybe found by a search on YouTube or because it made it to one of the top viewed videos this month (yep, it did).
This method is not for every client or advertiser. But for those who feel their video has strong “viralbility” and probably has strong attraction for a young adult audience, a YouTube-based Video Ad like Gmail’s should be considered.
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