I was pleasently suprised when most of the TVC clips in my previous posts could be found on YouTube. Though I have been an avid fan of the site and have been reading/follwing some of the international brands' presence there, it didn't really come across to me that Malaysian brands were also getting into the action, though I am not sure if the brands did it intentionally or the agency people trying to showcase their work - my suspicion is the latter.
And because the cost of distribution is close to zero on YouTube, brands like Smirnoff are also pushing their campaigns there hoping the viral factor will launch it into the orbit. Last year, Smirnoff's "Tea Partay" was one such campaign registering close to 3 million views! But be warned, these things don't happen everyday - so keep hoping against hope.However, least to say, posting an ad in Youtube is far from claiming the channel's full potential. While there are some brands that go an inch further by posting behind the scenes stuffs like interviews and "the making of's", etc (like the infamous Sony Bravia "Balls" campaign, Intel's multiply campaign, etc.), companies like Pepsi are pushing the evelope further integrating their Max Your Life campaign on YouTube.
Of course, we marketers need to justify our stereotype as being one of the most untrustworthy kinds on the planet by faking fake campaigns on YouTube, thanks to Sony for the stunt they pulled for PSP thinking people will never figure it out and expose them to the world.
YouTube is evolving into a by the people-for the people TV channel of sorts and big TV networks like CBS are accepting reality, inking deals with YouTube to feature some of their content.
"Rather than putting our heads in the sand and saying this doesn't exist, we're trying to jump in and embrace it...the distinction between television and video is becoming murkier and murkier," said John Miller, the chief marketing officer of NBC Universal Television Group.
My channel's already underway...
