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The implications of Yogi Bear’s shocking death

December 15, 2010 By Jimm Fox Leave a Comment

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Warner Brothers has to be impressed, very angry and a little nervous, most likely in that order.

Edmund Earle, a recent animation graduate from the Rhode Island School of Design, developed his own ‘alternate ending’ to the current Yogi Bear movie based on the ending of the movie ‘The Assassination of Jesse James by the Coward Robert Ford.’ Earle’s video is impressive (especially considering he did it himself) and will no doubt help to launch a successful animation career.  Earle refers to the video as a parody hoping to fall into ‘fair use‘ protection and avoid litigation. YouTube, like Hollywood is rife with ‘Parody’, ‘Inspiration’ ,’Homage’ , and people otherwise copying the style, themes or ideas of others.

This issue isn’t new but because the video is so well done, I believe it could start a much larger debate over ‘fair use.’ The simple claim would be that Earle is not directly making money off of a copyrighted brand, it was intended as a ‘parody,’ so – no harm no foul. WB on the other hand could claim harm and they might have a point. This video might also generate a huge amount of buzz for a movie that is still in theaters. (Wouldn’t it be brilliant if WB was actually behind this as a publicity stunt…)

Regardless of the legal issues or what side of the ‘fair use’ argument you happen to fall on, the implications of this video are significant to your company:

1. How much control do you have over your brand?
Is it okay for anyone to do anything they want with your brand, your copyrighted material and your intellectual property as long as they call it a parody? Most industry observers concede that social media is causing companies to lose control of their brands.

2. How should you react when this happens?
The easy and correct answer is – it depends. How much harm was caused? What are the short and long term implications? Will reacting or not reacting cause greater harm in the future? What are the PR implications to how you react? Do you scream like a petulant child or do you embrace (and therefore co-opt) the transgressor?

3. How does this ‘new reality’ affect your business and your brand in the future?
I believe this is the important consideration in this matter – the question all companies should be considering right now.  A few years ago the technology didn’t exist to allow one talented individual to develop and share something like this. Today it does. All bets are off. This is going to happen again and again, in many different ways with many different consequences.  Companies may or may not be protected by the law (just ask the recording industry), so what should you do to anticipate and embrace this change? Do you build this new reality into your future brand and business planning or do you fight kicking and screaming? Should WB start hiring more lawyers or should they be encouraging animators to develop alternate endings to some of their movies – like this one, while they are still in theaters?

Should you be steadfastly protecting your brand or sharing it with the masses?

Filed Under: General, Marketing with Video, The Effect of Video on Your Brand, YouTube Video Tagged With: , ,

Is ‘Will it Grill’ effective marketing?

November 14, 2010 By Jimm Fox Leave a Comment

Will this viral video generate revenue? My guess is yes.

Borrowing heavily from the Blentec marketing playbook (see Will it Blend ), the good folks at EZ Grill developed this ‘What Grills Faster?’ viral video to promote their portable/disposable grills.  This video was developed by an agency and there was likely some type of seeding activity to support the video, so while the cost to develop the video was much higher than just the cost of the phones you have to imagine the budget was still relatively low.  At 350,000 YouTube views to date and growing, there are a lot of people out their (myself included) who are now aware of a product they had never heard of, or considered before.

There are also a number of people upset with the blatant waste associated with this promotion – you can sense the palpable anger in some of the YouTube comments.

Why I believe this viral video is noteworthy is that it accomplishes two very important things that most viral videos do not:
1. It makes you clearly aware of the specific product – EZ Grill and,
2.  It highlights one of the key benefits of that product – in this case a portable/disposable grill that obviously throws off a tremendous amount of heat.

Will this viral have the same success as Blendtech’s ‘Will it Blend’? I doubt it.

Will it cost effectively drive awareness of their product and therefore net new sales? …probably.

Have they set themselves up for a series of new virals (like Blendtec did) where they set ablaze any number of interesting items (there’s no end of stuff that people would like to see torched)? Perhaps.

Is this effective marketing? What do you think?

{Note:  EZ Grill is also encouraging customers to send in photos and videos of themselves using the EZ Grill product in exchange for free products. This more ‘tradional’ social media marketing technique is a good engagement technique to supplement the awareness being generated by this viral video}

Filed Under: Corporate Video Examples, General, Marketing with Video, Viral Video, YouTube Video Tagged With: , , ,

Why do viral video marketing projects fail?

January 28, 2010 By Jimm Fox 4 Comments

Unlike most other forms of marketing, viral video makes a claim that it can almost never live up to: It will be so compelling that people will want to share it.

Client: “We’re thinking we’d like to do a viral video… like “Will it Blend” except instead of blenders, we’d feature our product”
Me: “Will Network Policy Enforcement Software blend?”
Client: …Okay, how about the “I’m a Mac thing? I know a guy in the lab who would be perfect to play the Mac guy… no, the PC guy, he’s the bad one right?”
Me: “A skit?”
Client: “Exactly! We want it to spread virally to millions of people.”
Me: “Who is the target audience for this video?”
Client: ” Senior Network Managers in mid-sized health services companies.  That’s our sweet-spot.”
Me: “There’s millions of them?”
Client: Well, there’s about 900 of them in North America. The other views would come from YouTube I guess.”
Me: Do you have a budget for this?
Client: “Viral is free, right? We’ve taken a couple thousand out of our cleaning budget to cover the production costs.”

The term ‘viral’ means different things to different people. In theory any video has the potential to be viral as long as you can reference it and/or share it online. The challenge is getting people to share it. Some say you can’t call a video ‘viral’ until it has hit the ‘million view’ mark. Others simply call a video ‘viral’ because it is intended to shared virally – much like calling a video ‘amazing’ because it was intended to be ‘amazing’. Whatever your definition of viral there many factors that can mitigate against the success of your video project.  So why do viral marketing projects fail?:

Great Expectations: Creating a hit viral video is like creating a hit record. It’s really, really difficult. Of the hundreds/thousands of viral-intended videos created every year for businesses only a handful truly go viral. Unfortunately these are the ones we hear about and therefore these are the ones that clients reference. Will it Blend?, T-Mobile Dance, or The Evian Roller Babies are all incredible but it is highly unlikely that anything you do will come close to this level of success.

Viral video is free and easy! No it’s not. It takes time, expertise/talent and facilities/equipment to develop a good viral video. Having more is always preferred in all three of these production resource categories (in spite of the ‘do less with more’ mantra.) ‘More’ costs more, always has, always will – just ask James Cameron. This comment from an article in Inc. Magazine says it all: “Even a company on a shoestring budget, using just a basic camera and simple editing software, can produce an entertaining demo that reaches thousands of prospective customers.” Yep, it’s just that easy!

Viral videos promote themselves! No, usually they don’t – they need help. ‘Video seeding’  is a common practice now for large scale viral videos where companies will help seed the market with videos by encouraging or paying influential bloggers, PR outlets and other influencers to promote a viral video. There are a growing number of companies that offer this service. Most popular corporate viral videos had a significant seeding component that contributed to their success.

Viral video is not risk free. Just grab a Flip and start posting your video online, right?  What if your video is embarrassing or just plain bad and it goes viral anyway? Would Apple or Coke or Nike allow this to happen? Does how you present your company to the world matter?

It is very difficult to measure success of a viral video. Is 167,000 YouTube views a success? Are any of those viewers your audience? Did they associate anything in your video, in a positive way, with your brand? Will that video affect their behavior or attitude towards your brand? Can you measure any of this?

The ‘viral’ label is a distraction. “…and we’d like the video you’re going to create for us to be viral as well.” I hear this quite often now. Clients want any video they do, regardless of the market, message and purpose to have a “viral component.” The way to create a successful viral video project is to start with that purpose in mind – the video is so compelling that people will want to share it. You can’t throw in ‘viral’ as an add-on to the project. Not only will the video not be viral, you may take away from the primary purpose of the video by trying to amuse, shock or bewilder people.

The term ‘viral’ is misused. I have read a number of recent articles that interchange the terms ‘web video’ and ‘viral video’ as if they refer to the same thing. A web video is any video (here are 42 examples of web videos) that is consumed on the web. Viral video is a specific type of video that is intended to be so entertaining, or remarkable, or shocking that people will be inclined to share it with their friends and colleagues.

There’s a fine line between selling and entertaining. If no one remembers or associates your brand with the video then you’ve wasted your money. Conversely, if the video looks like a two minute product demo no one is going to share it. A great example – Coke does a nice job (as usual) in straddling that fine line between promoting the product – the whole video is about a Coke Machine!, and entertaining – brilliant.

To truly succeed viral videos have to be great. There is extra pressure on viral videos to be really entertaining, or shocking or… something. Some of them are great and some of them are just plain awful. A viral video has to great in order to spread virally. Good usually isn’t good enough. The advantage of promotion through disruptive advertising (TV) is that your television commercial can be absolute crap and people will still watch it.



Filed Under: General, Resources, Viral Video Tagged With: ,