I saw the Dove YouTube video on Friday following a string from the Oldtimers list. The video was incredibly well done and targeted as described by Martin Lindstrom in this article on the ClickZ Network.Brand Marketer, Storyteller, by Martin Lindstrom on ClickZ
[youtube]uT4dpFpiTgk[/youtube]
Brands are going to the movies in a big way. When Burger King recently wanted to harness its customers’ attention, the burger giant created its own branded online channel. Diddy TV is a casually styled channel using Diddy’s star power to direct attention to, in his words, another “king” — Burger King. Burger King is now a media entity as well as a restaurant chain.
Burger King isn’t alone. Amazon.com has been running Fishbowl with great success. The branded online channel has authors lined up years in advance to secure a spot on the online screen. More and more, brands are their own channels for their own promotions.
This is just the beginning. The trend lightheartedly mixes editorial content with commercial messages, blurring once-essential editorial boundaries and producing a mishmash of information and entertainment. Brands convey their values through storylines, and video brings those brand to life.
Take Dove’s excellent attempt to distance the brand from the perceived superficiality of the cosmetics world by developing its own Dove movie. In a short video, the “girl next door” is transformed by makeup artists, hairstylists, and couturiers into a swan. The implied story recalls “The Ugly Duckling” and the underlying message is the world of beauty is built on fakery.
To view the video: http://www.youtube.com/watch?v=00nhKwv4M5Q
To read the rest of this excellent article, click here.
{ 0 comments… add one now }