Is your idea big enough…? Could it be BIGGER?
How many marketers put a short film on YouTube every day in the hope that it’ll become the next viral phenomenon only to see it fall flat on its face? OK, so we don’t know the answer, but we bet it’s A LOT. We love that marketers are willing to take risks and try new platforms, but the fact that so few of them succeed means that most of them still don’t get it. The media is NOT the message. Just because YouTube is hot does it mean people care about a marketing message that is stuffed on it. The content has to be great and relevant to the adolscent boys who are watching.
A recent campaign for Diesel underwear got oodles of attention by creating a big audacious idea and seeing where it went. It seemed to have worked, with millions visiting the Diesel website, a lot of PR buzz and likely accolades at the Cannes ad festival.
I think the key word is authenticity. You Tube viewers are sniffing out the fakes I reckon. And as for ROI on something like that how about the band OK Go’s video for Here it Goes? As of this morning the views are 17,346,228 and in a meeting at Capitol Records about a month ago I was told that sales of their CD were in the toilet! Maybe their live audiences have picked up a bit…
Anyway as a punk (bass player for Gang of Four) and now caught up in marketing (Nemo Design) this is stuff I’m worrying about everyday.
Dave Allen, Pampelmoose.com