Heineken continue their Fantastic man video marketing series with another recent instalment featuring a guy trying to crack the code to a mysterious invitation via a selection of business cards.
The easier you can make it for people the better, if they can do it by just watching the content and your content is good then the battle is already won. In the past few weeks two online campaigns have executed this perfectly by utilizing two of the most popular things on the Internet: puppies & pornography.
When it comes to video production, advertising, marketing and branding there are certain tropes and ideas that tend to get banded around and eventually overused. Much like in the fashion industry when an idea can be so good and so attention grabbing that it will be lifted from obscurity and the alternative into the moronic ubiquity of the mainstream.
As advertisers and video marketing agencies become more emboldened with the creative for online advertising the approval ratings and the views have skyrocketed. By embracing the gifts of the YouTube interface and the myriad of options with HTML5 the bar is consistently being taken to new heights.
Last time we saw a Heineken viral they were putting their own spin on the video prank genre in a gloriously over the top attempt to find a new apprentice. They and budget busting agency Wieden + Kennedy have returned though with a much glossier effort for another round of Champion's League ad action.
This week I have been made aware of two PSAs. The first and the main subject of this article is from the Ontario Ministry Of Health and deals with that most maligned of habits - smoking - and in particular the somewhat unjustifiable modern trend of 'social smoking'. The second is a film from Serbia highlighting the effects of domestic violence.
Within this campaign Heineken have not only produced a quality piece of video marketing. The crowd source element has involved their social media channels lobbying for input in choosing "The Candidate" encouraging sharing and engagement and improving the virility of the piece.
It's been a year since YouTube spent $100 million on original content channels in a bid to start television 2.0. The time has come for fresh investment in their plan but this time the gatekeepers of web video are going to be somewhat more surgical with their approach.
Once again its time for the YouTube overlords to move the goalposts ever so slightly just to keep us video creators on our toes. The latest algorithm change might not be popular at first but with time it should make the site a place for quality not quantity.
Here's another intimidating statistic about YouTube: 86,400 videos are uploaded to video every day; that's the equivalent of Hollywood making and releasing 302,400 features every week. Of course the content comes in many forms, which is why some of the web videos get so many hits, the viewers are out there for sure.