Investors, speculators and others struggling to find a solid return on investment (ROI) model for mobile media (outside traditional distribution models) can look no further than the impact a viral campaign has on the bottom line of a target topic.
A few years back, I gave a presentation at the Toronto Film Festival on mobile media, following a talk hosted by such people at the assistant director of the movie Titanic. Their advice to the audience of aspiring director, producers and filmmakers was to borrow all the money you can from relatives and friends, max out your credit cards, and expect to spend $60K - $100K to make that first 'filmed' production.
When I took the podium (later in the day on a Saturday, where about 75 people attended), I admitted I could not argue with success, although mobile media has rewritten the rules a bit. Now, instead of dollars (per se), the impact of mobile media is measured in eyeballs, or the number of people viewing a video on YouTube or some other distribution platform.
As anyone in marketing, trade journalism, broadcasting or advertising knows, the more people who look at your video or ad the better your chances are for a 'sale'. Also, the more you can charge for supporting or related advertising, if you take the broadcasting model (just look at how much television gets for a 30-second spot during the U.S. Superbowl broadcast!).
Anyway, a good friend of mine recently brought an interesting video to my attention, created by a consumer who had a very bad experience with an airline. I have attached it to this posting for your review and enjoyment (creativity and cleverness still rules!), but the bottom line is that it may have had a hand in pummeling this airline's stock price. The message here (aside from treating customers with more respect) is that viral videos do work and are successful in terms of mass market saturation and impact. A good thing to know for aspiring mobile media filmmakers and advertisers looking to target a very ripe and visually accessible audience.
Small footnote: This video is very appropriate, given news from Delta Airlines this week that it will be raising its fees for checked baggage on its flights. Personally, I plan to fly completely naked from hereon, just to avoid the fees. It's also a comfort thing...
United Breaks Guitars Video
http://www.youtube.com/watch?v=5YGc4zOqozo
A few years back, I gave a presentation at the Toronto Film Festival on mobile media, following a talk hosted by such people at the assistant director of the movie Titanic. Their advice to the audience of aspiring director, producers and filmmakers was to borrow all the money you can from relatives and friends, max out your credit cards, and expect to spend $60K - $100K to make that first 'filmed' production.
When I took the podium (later in the day on a Saturday, where about 75 people attended), I admitted I could not argue with success, although mobile media has rewritten the rules a bit. Now, instead of dollars (per se), the impact of mobile media is measured in eyeballs, or the number of people viewing a video on YouTube or some other distribution platform.
As anyone in marketing, trade journalism, broadcasting or advertising knows, the more people who look at your video or ad the better your chances are for a 'sale'. Also, the more you can charge for supporting or related advertising, if you take the broadcasting model (just look at how much television gets for a 30-second spot during the U.S. Superbowl broadcast!).
Anyway, a good friend of mine recently brought an interesting video to my attention, created by a consumer who had a very bad experience with an airline. I have attached it to this posting for your review and enjoyment (creativity and cleverness still rules!), but the bottom line is that it may have had a hand in pummeling this airline's stock price. The message here (aside from treating customers with more respect) is that viral videos do work and are successful in terms of mass market saturation and impact. A good thing to know for aspiring mobile media filmmakers and advertisers looking to target a very ripe and visually accessible audience.
Small footnote: This video is very appropriate, given news from Delta Airlines this week that it will be raising its fees for checked baggage on its flights. Personally, I plan to fly completely naked from hereon, just to avoid the fees. It's also a comfort thing...
United Breaks Guitars Video
http://www.youtube.com/watch?v=5YGc4zOqozo
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7 comments:
Yes I saw the video you referenced.
I agree with article.
Makes me wonder what will the next medium/platform for marketing etc. be ....
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