Archive for the ‘viral strategy’ Category:
Burn it, smash it, blend it: really simple product videos that put it to the extreme.
Product videos account for a large part of commercial video content on the web. Most of these videos are part of the product site or description and at best they are informative but never too entertaining, right? But that’s ok because their key function is to be relevant and useful for users who needs to get a better understanding of the characteristics of the product or service offered. But that’s also why only a very small part of those videos make it out to the web and go viral.
A “good” viral product video should produce more than a fleeting spike in views on YouTube. It should be able to create a certain (desired) brand effect and in the best case drive traffic to the brand’s or product’s site, raising online conversion rate.
Here are 3 great and extreme examples of how brands from different industries have been able to raise brand / product awareness through very simple viral videos.
1. The chemical group DuPont presents a new fire fighter protection suit that beats everything else on the market and gives almost 100% burn protection for fire fighters in extreme conditions. The spectacular clip went viral after video blogger Amanda Congdo put it on her favorite video list. Click on the image to go to the video.
2. Another great example is “catapulting chairs” stress test video that shows the indestructible design of Emeco aluminum chairs. The test object, Emeco navy chair, is catapulted against a brick wall. See what happens to the chair:
3. You might remember the launch of the IOSafe Drive at this year’s CES in Las Vegas. The video of the burning and drowning but disaster-proof data case of its hard drive made it around the globe. IOSafe kindly remarks, “Don’t try this at home with your normal hard drive!”
If you think about producing a product video for the web make sure you are able to visualize the unique value proposition of your product first. What is it that makes your product or service really different from all the others? What’s the best way to prove this to your prospective customers? After thinking about the characteristics of your product, you may consider using a video that puts the product through extreme testing - remember the simple but effective video campaign by “Will It Blend?”
Still, one should never forget that extreme footage isn’t for every product. Don’t force the “extreme” element into your videos just because it’s sensational. Such approaches can damage the brand, and when this style is forced onto a product that doesn’t fit the “extreme” mold, it actually can turn potential clients away.
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