I have dabbled in branded content for a few years now, but it seems to me that 2010 was the biggest year that branded content has seen.
Of all the branded content that’s out there I have particularly enjoyed the video content that makes us laugh, and I really hope that we see more if it in 2011. For me, if you can weave your brand into funny content then you have struck gold, because the viewers will share it and generate more users that cost you nothing!
The campaigns that stand out for me are the excellent campaigns that Foster’s ran with Alan Partridge, the Nigel & Victoria mini web series created by Phillips and the Tippex campaign on YouTube with the hunter and the bear.
They all tapped into our funny bone, and created views as a result, and a decent number of views in the case of the Foster’s & Tippex campaigns. Last time I checked, each episode of the Alan Partridge series had 150,000 plays on YouTube alone, and the Tippex campaign had over 13.5m views!
So my Christmas wish for branded content is that more brands are bold enough to invest in content that makes us laugh.
May I wish you all a very Merry Christmas and a Happy New Year!!!
I would like to hear your comments on this post, so please do take the time to let me know your thoughts.
The sharing power of social media is never used more than when it is used to share funny content. Funny or weird, but if you think of the last ten links that you were sent from friends, I would be willing to bet that a high proportion of them were sent because the sender thought they were funny?
The trick is of course, to make your content funny. I mean really funny. Phillips recently invested in a comedy series of videos called Nigel & Victoria. It wasn’t laugh out loud funny, but it was good and maybe a brand buoyed by the success of this project might be braver in the next project, and next time maybe the boundaries will be pushed further in the pursuit of ‘laugh out loud’ video.
The cost of creating video has never been lower. If a brand put the effort into finding the next comedy format or talent, they could launch millions of views and maybe even the career of stars of the future. The cost of creating the video, which in turn would give them a platform to carry their advertising, would surely be lower than the media cost if it was done well?
I realise of course that the road between planning funny video and actually creating funny video is a winding one, but surely it is still a road worth trying for the right brands? I am no psychologist, but I know the feel good factor that funny video can create. Advertising around that feel-good factor has to be valuable, does it not?
As I said, I would love to hear your comments on this idea so please leave a comment!