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Dan Howard
Before the Internet…                                  Print Ads         Billboards                                        ...
Online Advertising Traditional video ads don‟t work online1 Why?     Prominent Branding Puts Off Viewers     People Ge...
Why does it work   “Authenticity”     Poor quality     One camera, single take     Low production value   Excites Aud...
Other Examples      Gillette                                                 VicksEvan Longoria Saves Reporter   Roger F...
   END
   References     GilletteVideosUK. "Amazing Roger Federer Trickshot on        Gillette Ad Shoot." YouTube. YouTube, 16 ...
Social media final
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Social media final

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Transcript of "Social media final"

  1. 1. Dan Howard
  2. 2. Before the Internet… Print Ads Billboards TV Commercial Vicks TV Commercial featuringNike billboard featuring Drew BreesKobe Bryant Got Milk? Ad featuring Ana Ivanovic
  3. 3. Online Advertising Traditional video ads don‟t work online1 Why?  Prominent Branding Puts Off Viewers  People Get Bored Right Away  People Watch for a While but Then Stop2 What to do?  Utilize the Groundswell  Find the „viral factor‟ of celebrity athletes 1 http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2008.00426.x/abstract 2 http://hbr.org/2012/03/the-new-science-of-viral-ads/ar/1
  4. 4. Why does it work “Authenticity”  Poor quality  One camera, single take  Low production value Excites Audience  WTF Factor  Energizes Groundswell  Encourages discussion and reposting
  5. 5. Other Examples  Gillette  VicksEvan Longoria Saves Reporter Roger Federer Water Bottle Drew Brees Traditional TV(2011) Trick Shot (2010) Ad (2011) 6,960,365 Views 9,093,704 Views 8,094 Views
  6. 6.  END
  7. 7.  References  GilletteVideosUK. "Amazing Roger Federer Trickshot on Gillette Ad Shoot." YouTube. YouTube, 16 Aug. 2010. Web. 18 Apr. 2012. <http://www.youtube.com/watch?v=cTl3U6aSd2w>.  Golan, Guy J., and Lior Zaidner. "Creative Strategies in Viral Advertising: An Application of Taylor‟s Six-Segment Message Strategy Wheel." Journal of Computer Mediated Communication 13.4 (2008). Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel. Web. 18 Apr. 2012. http://onlinelibrary.wiley.com/doi/10.1111/j.1083- 6101.2008.00426.x/abstract  MrSprts12. "Evan Longorias Crazy Bare Hand Catch." YouTube. YouTube, 06 May 2011. Web. 18 Apr. 2012. <http://www.youtube.com/watch?v=tMujgAAyH-I>.  Teixeira, Thales. "The New Science of Viral Ads." HBR.org. Harvard Business Review, Mar. 2012. Web. 18 Apr. 2012. <http://hbr.org/2012/03/the-new-science-of-viral-ads/ar/1>.  Vicks. ""Teammates" NyQuil/DayQuil Commercial." YouTube. YouTube, 13 Sept. 2011. Web. 18 Apr. 2012. <http://www.youtube.com/watch?v=GTCBGERWAME>.
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