Un peu partout dans la nuit du 22 au 23 janvier, la presse américaine a célèbré le trentième anniversaire du tout premier ordinateur d’Apple, la firme américaine qui depuis, a fait du chemin. Parallèllement, elle fête aussi «l’une des publicités les plus célèbres de tous les temps», «considérée comme un chef d’oeuvre», écrit le Huffington Post: le fameux spot 1984, réalisé par Ridley Scott (le papa d’un des Alien).
Cette vidéo a effectivement annoncé la sortie du premier Macintosh d’Apple. Mais non, nous n’en fêtons pas son trentième anniversaire en ce 23 janvier 2014.
Contrairement à une idée répandue, la première (et unique) diffusion de cette publicité ne remonte pas au Superbowl du 22 janvier 1984, mais au 31 décembre 1983. «Juste quelques minutes avant minuit pour être exact», précise le site Tuaw. A cet instant précis, la fameuse publicité était ainsi diffusée dans une petite ville de l’Idaho, Twin Falls.
Pourquoi? Tout simplement parce que l’équipe de publicitaires derrière 1984 voulait qualifier la vidéo «aux prix [récompensant la meilleure] publicité de 1983», explique App Advice.
La petite localité de Twin Falls a donc été choisie, «probablement en raison de sa situation éloignée et de sa faible audience la nuit», racontait en 2012 au site Mentalfloss l’opérateur qui a eu la responsabilité de lancer la publicité en cette veille de 1984. Et d’ajouter:
«Ils ne voulaient vraiment pas que quiconque la voie et la commente. Le Super Bowl devait être la “première” officielle. [...] Après la diffusion, la cassette vidéo a été renvoyée à l’agence.»
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The World Cup Brazil 2014 might be nine months away, but advertisers are already clamoring to figure out how to produce branded videos around the event. And for very good reason.
According to advertising experts we talked to, a good, branded video around the event has the potential to get unheard-of sharing numbers and as many as a billion views. That’s encroaching on “Gangnam Style” territory.
First of all, the fact that the World Cup is happening in Brazil has a lot to do with it.
The Wall Street Journal recently dubbed Brazil the “social media capital of the universe.” Hyperbole aside, after the United States, Brazil is Facebook‘s second-largest market and also provides YouTube with its second-most unique visits.
The U.S. has 316.6 million people [≈ population of United States, nation]. Brazil’s population is estimated at 196.7 million.
Founder and COO Sarah Wood told Business Insider that while Unruly measures an average share rate of 1.31% for branded videos, in Brazil that average share rate jumps to 4.41%.
“What we see in Brazil is an audience that has a real appetite not only for watching videos, but sharing videos,” Wood said. “And there’s an openness to branded content.”
Not only do Brazilians have a propensity to share videos, but they will probably be even more inclined to share videos related to soccer.
“When you think about Pelé and Ronaldo, you think about Brazil,” she said. “It is the perfect heart and soul of football.”
But even if the World Cup 2014 were in a different country, it would still be an ideal platform for potentially viral content. It is a tent pole event that will produce a lot of excited chatter — much like a presidential election or the Olympics. Given that 2013 has lacked any unifying event, if we aren’t counting the births of various famous celebrity and royal babies, that has given advertisers the opportunity to hone their creative for 2014.
Some brands have already begun.
Nike’s 25th anniversary commercial called “Possibilities” featured soccer stars in a stadium. It has more than 9 million views in less than two weeks.
“Brazil 2014 is the perfect storm for creating the most shared branded video ever,” Wood said. “It has the potential to deliver a billion-view video. Whether it does depends on the quality of the content and the distribution strategy behind it.”
With 10,000 branded videos posted to YouTube last month alone, Wood noted that the social media space is simply too cluttered to leave the possibility of a video going viral to chance.
“Brands understand YouTube is the place videos go to die,” she said. “It’s not enough to put it on a Facebook page and hope fans share it.” Distribution plans are key.
Official sponsors should also watch out for non-sponsors to ambush the tournament. For example, no one remembers that Nike wasn’t an Olympics sponsor, but everyone remembers its viral “Find Your Greatness” ad starring an overweight child jogging down a road for 60 seconds.
“Some advertisers are thinking if they should try to create a campaign for a global audience or tell different versions of the story regionally,” Wood added.
Since humor varies country to country, you tend not to see many funny Olympics videos. They skew toward inspirational and warm.
Unruly predicts, however, that the videos that truly fly virally will be a bit funnier and make their audience feel excited and exhilarated. This is because the demographic skews slightly younger and more male, and because of soccer stars’ cheeky reputations.
“This is a country that likes to party,” Wood said. And hopefully that mentality of spreading excitement will rub off on advertisers’ branded content.
Applicants for a job interview with LG Electronics in Chile had the scare of their lives when the company played a cruel prank on them that has been turned into an amusing TV advertisement.
To promote just how life-like images appear on the company’s 82-inch ‘Ultra HD’ TV, LG created a fake office in which one of its screen was positioned to look like a window.
Four unlucky applicants – two men and two women – were then filmed in the fake office being interviewed for a job with the company.
par Paul Chappell le 16 juillet 2013
Video content is accountable for 50 percent of the growth of the internet year on year. Yet so many marketers are still unaware or unprepared to invest in video content. This presentation dives into the technologies, strategies and solutions that are driving the future of video content.
Nearly three-quarters of media executives say they make use of “owned media channels”
Can brand video content stand alone online? High-level US media agency executives seem to think so, according to a December survey of them by native advertising platform Sharethrough.
While pre-roll or in-stream advertising were the most popular ways to deliver online video to consumers—92.4% of media executives surveyed said they used it—there is clearly appetite for less interruptive online video advertising as well. Nearly three-quarters said they had distributed brand videos through owned media channels such as a brand website or social media account. And just under half had worked with native advertising, in which online brand videos are treated as standalone content in partnership with a publisher site (e.g., a sponsored story on Facebook or a sponsored post on a website).
Media agencies are holding native video campaigns to similar standards as those for other kinds of campaigns, which suggests that native video could comprise a core part of the marketing mix. Among the most common primary key performance indicators: brand lift, sharing and cost efficiency. Just like video bloggers and other would-be online stars, 13.6% of executives said they monitored YouTube video view counts as well.
The consensus on objectives for online video campaigns of all kinds (including pre-roll, owned channels, native advertising, etc.) was that awareness is key—94.6% of respondents were looking to achieve that end. After that came branding (67%) and brand affinity and advocacy (45.5%).
Given that “sharing” was the No. 2 key performance indicator for native video specifically, that seems to be a particularly important role native video is playing in the online video marketing mix.