Heard it through the Grapevine: Social Video Challenge
Presented by: Lindsey Fair
Saw it through the GrapevineWant to test your creativity?
Student teams will be given a short course in film production,
digital content writing, storyboarding and tools for editing. Armed
with new video skills, Shads will produce and post their video, and
learn how to the analyze the results as they roll in. Prizes will
be awarded for videos with the greatest reach in a short amount of
time.
89 million people in the U.S. are going to watch 1.2 billion
online videos today. (ComScore)
Online video now accounts for 50% of all mobile traffic.
(Bytemobile Mobile Analytics Report)
>1 billion unique users visit YouTube each month, spending
>4 billion hrs watching videos (YouTube).
Film Trends
Cat videos have generated > 1.6 billion views. Dog videos
have only generated 1 billion views.
When advertisers are deciding which creative direction to take,
data can help. One big finding we uncovered this year was that cat
videos are significantly more watched than dog videos online. We
looked at the 100 most-watched clips for both furry friends and
aggregated their performance. Cat videos have generated over 1.6
billion views. Dog videos have only generated 1 billion views. Cats
win on a daily basis as well, with the top 100 videos generating
about 1 million views per day. The top 100 dog videos produce
700,000 views on average. So, for the advertiser trying to choose
between cats and dogs, audiences watch cats videos more often
online.
Trend
1
User-Generated Content (UGC)
User generated
Ford are focusing on creating a team of 100 social influencers
who will create the advertising material that Ford will distribute
through a mix of paid media, social media and experiential events.
These will be the new Ford Fiesta Agents. Given cameras, cars and
tickets to stuff.
Locally Three Boutique Roxy Girl
2
Trend
Meme-Jacking
Around 40,000 Harlem Shake videos were uploaded in just the
first 11 days, giving a cumulative total of 175 million views.
Thats simply staggering.
3
Trend
Prankvertising
PrankvertisingWith very few events in the calendar, its hardly
surprising that some brands have decided to create their own stunts
for people to talk about.
Pepsis Test Drive, in which NASCAR driver Jeff Gordon takes a
car salesman on the test drive of his life, has been the most
popular so far, attracting more than 2.58 million shares since its
launch on March 12.
What better way to make people emote than to make them question
how they would respond in the same situation?
4
Trend
Almost offend to defend
Kmart, with its recent Ship My Pants video
Kmart surprised consumers everywhere recently with the Ship My
Pants ad, a viral juvenile-humor hit viewed more than 17 million
times on YouTube since being released in April.
5
Trend
Walk the fine line
Ways to die
Channel Choice
Tout = 15 secVine = 6 sec, looped (Twitter), great for stop
motionYouTube = Google, most users but cluttered space, money
making while others aren't, but haven't innovated in a while trying
to be future of TVVimeo = HD quality, quality content tooInstagram
Video = Facebook, 15 sec, no embed capability
350 presidential ad campaigns in late September and found that ,
in aggregate, they had generated 115 million total views. Over 41
million of those views were paid. 4.7 million views came from
Facebook, including referrals to YouTube and views from embedded
YouTube players on Facebook. Only 155,000 came from Twitter. These
views came from "shares" on Facebook and Twitter.
Storyboarding
Storyboarding
The Challenge
Develop it.
Storyboard it.
Film and Produce it.
Upload it.
Promote it.
Analyze it.
Defend it.
Celebrate it.
The Challenge
Copyright - creativecommons.org
