2. Before the Internet…
Print Ads
Billboards
TV Commercial
Vicks TV Commercial featuring
Nike billboard featuring
Drew Brees
Kobe Bryant
Got Milk? Ad featuring
Ana Ivanovic
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.
5. Why does it work
“Authenticity”
Poor quality
One camera, single take
Low production value
Excites Audience
WTF Factor
Energizes Groundswell
Encourages discussion and reposting
6. Other Examples
Gillette Vicks
Evan 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