LIVE @ Clickz – Online Video Case Studies

The second panel of the day covered examples of successful use of online video in marketing campaigns. My notes:

Jeff Minsky, OMD

Doritos Super Bowl UGC contest – OMD received more than 1,000 user submissions and an ad that cost $12 to make was the winner. The campaign achieved 300 million impressions leading up to the Super Bowl and 600 million impressions week of Superbowl. The runner up ad was so popular that it ran during the super bowl as well, and the top five ran in ad rotation for the next month.


Above: The Winning Ad, also check out Doritos Snack Strong Productions

Nissan sponsorship of Heroes – In addition to TV product placement, limited-interruption sponsorship, online video component – exclusive sponsorship of online streaming. Live event component: concert series shown online through partnership with Yahoo! Music.

Ian Schafer, Deep Focus

John From Cincinnati – Deep focus created a website which portrays the alternate reality of the series. Allows users to interact, unlock content, add content as the show goes along. For users who want more interaction with the show, they can communicate online which adds to the television viewing experience.

Kickin it Old School - A flash based widget displays the trailer as well as additional content which is continually updated. All hosted at the agency so every interaction can be tracked.

Kickin it Old School - A flash based widget displays the trailer as well as additional content which is continually updated. All hosted at the agency so every interaction can be tracked.

Above: The Kickin’ it Old School Widget”

Dewars Scotch – Partnership with The Onion News Network, pre-roll and mid-roll ads. Creating an ad perfectly contextually suited for the content.

Taras Wayner, R/GA

Verizon Online tasked R/GA with creating a strategy to relay the cutting edge of what can be done online with broadband via Fios. Build credibility for Verizon as an entertainment provider in addition to a service provider.

Beatbox Mixer – Use the world’s best beatboxers to create your own mix and then share that with your friends.

Action Hero – Allows users to create their own action-hero movie based on customized catch phrases and character qualities. They can then share the two-minute movie by embedding it or e-mailing to their friends. In addition, people were able to re-cut the video for themselves using the original footage.

UPDATE: While the graphics and 3D animation are cool there’s no way to stop it from playing immediately so I removed the embedded player. (Nearly blew out my speakers one too many times)

Dorian Sweet, Tribal DDB

Mealstogether.com – A pilot interactive TV program for Clorox: Tribal created a scripted sitcom-style video with added layers of interactivity so that users can navigate the recipe site from the initial video interface into other pieces of content.

There is no separation between video and static content, everything works together as an integrated experience. At the same time every piece of content is individually accessible and can be deep linked to for easy sharing.