What happens when you combine high quality content creation with social media? Well here is a clever experiment where creatives produced real-time follow-ups to further engage people in their brand content.
This article is about “a team of creatives, tech geeks, marketers and writers who gathered yesterday and produced 87 short comedic YouTube videos about Old Spice – in real time. They leveraged Twitter, Facebook, Reddit and blogs. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that’s just over 7 minutes per video, not accounting for any breaks taken.
The group seeded various social networks with an invitation to ask questions of Mustafa’s character, a dashing shirtless man with over-the-top humor and bravado. Then all the responses were tracked and users who contributed interesting questions and/or were high-profile people on social networks are being responded to directly and by name in short, funny YouTube videos.
We just brought a character to life using the social channels we all [social media geeks] use every day. But we’ve also taken a loved character and created new episodic content in real time. This is something new. We’re operating on Internet time but with a level of quality you’d get on a TV slot. That combination was what really got many peoples’ attention.”
So why is this important? Well, with advances in technology, we continue to see diminishing cultural latency (the lag time between cause and effect) across a wide range of day-to-day activities; from communication (ie. snail mail vs. email or IM) to branding and marketing. Our ability to communicate is speeding up and it’s having a profound effect on our behavior and productivity.
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