This week, some of the best-branded content from across the web comes in the form of video. Each of the efforts outlined below somehow incorporates video into its execution or promotion. This is likely because of the viral nature of video marketing: after all, one good video can spread like wildfire to your audience. Without any further ado, here is my take on the best-branded content of the week.
Coca-Cola – Vending Machine Videos
Coke is really killing it this week with their viral vending machine videos. First, we found ourselves captivated by the 007 Challenge. Coke Zero teamed up with the new James Bond Movie, Skyfall, to give free tickets away to unsuspecting train passengers who were willing to “go the extra mile.” Participants had 70 seconds to make their way through a mire of Bond-esque challenges and were rewarded with a free Coke Zero. The resulting video is truly entertaining:
Coke’s next success this week came from a video that has been posted for a while, but seems to have just now grabbed the attention of US viewers. In South Korea, Coke teamed up with popular K-Pop boy-band 2PM to challenge people to a dance battle before receiving their free beverage. Once again, here’s a very engaging video that proves the genius of Coca-Cola’s marketing team:
Ocean Spray – Big Apple Bog
It’s probably unlikely that you heard about this unless you actually saw it in New York City last week, but that doesn’t make the stunt any less impressive. Ocean Spray set up a 1,500 square foot cranberry bog filled with 2,000 pounds of cranberries smack dab in the middle of Rockefeller center. As accustomed as New Yorkers are to unusual things happening in their city, this truly outrageous set-up was enough to turn some heads.
Events hosted at the bog, coupled with live streaming of the festivities, helped to increase brand awareness and help grow Ocean Spray’s social networks. The company saw an increase in mentions across social platforms like Twitter and Instagram and added 4,000 new Facebook fans in just 2 days.
LG - IPS Monitor Prank
To prove just how great the quality is on their new IPS monitors, LG orchestrated an intricate prank on unsuspecting elevator passengers. In a video titled “So Real it’s Scary” LG replaces the floor of an elevator with their screens and then at some point during the ride, makes it appear as if the floor’s panels are falling away into the elevator shaft. Naturally, the riders are momentarily terrified. Since the video has been released, there has been plenty of speculation about the video being faked somehow. Whether or not that’s true, the video still has about 3 Million views, and LG has people talking about their monitors.
Adobe – Digital Marketing Cloud Campaign
In an effort to stand out in an increasingly cluttered online landscape, Adobe has released a very unique advertising campaign to promote its Digital Marketing Cloud. Using “provocative language” like the abbreviation “BS,” Adobe is making an attempt to speak to executives that might otherwise see social media and digital marketing as useless efforts.
The thing I find most interesting about Adobe’s approach is their clear attempt to mimic the YouTube style of filmmaking. The short clips, designed to entertain marketing professionals, are humorous and relevant to those who work in the industry. Though we may not see these go nearly as viral as some of the previous examples, at the end of the day, I still think Adobe deserves a shout out for thinking outside the box.
There you have it. The week’s best-branded content from across the web was highly visual, highly shareable, and all about video. As marketers, it’s important to look at these trends and incorporate them into your own content marketing strategies. Perhaps this week, you’ll be inspired to create videos of your own. And who knows? They might just go viral.