As was discussed in the Ad Age digital conference in San Francisco last week, "TV might be in a death spiral, but film is not dead." Video content which is often pushed out though digital channels is adding substantial value to marketing campaigns and helping brands gain new audiences and legs.
For example, with Old Navy's latest campaign featuring comedian Amy Poehler, their video content has played a central role in its marketing. Old Navy noted the outtakes from Ms. Poehler's TV-commercial shoot which were streamed online, resonating better than the TV spots she appears in. This was a similar case with New Castles superbowl commercials around "the Ad We Almost Made" which won multiple accolades at the Cannes Lion awards. Their ad "The ad Newcastle made to prepare you for the ad we didn't make," received 400K views on YouTube, their ad, "The Mega huge football game ad Newcastle could've made" received 730K views, their, "Keyshawn Johnson behind the scenes of the mega huge football ad we almost made" also received near 1M views and TV ad mocking the candid behinds the scenes looks at Anna Kendrick "pissed" the Newcastle didn't actually make the ad.
I believe these behind the scenes clips help breakdown the barrier between large brands and consumers and helping new audiences members interact with brands in more personal ways. Additionally, using well liked and personable celebrities like Amy Poehler and Anna Kendrick in a more candid manner hepls consumers feel more connected in a organically connected manner.
For example, with Old Navy's latest campaign featuring comedian Amy Poehler, their video content has played a central role in its marketing. Old Navy noted the outtakes from Ms. Poehler's TV-commercial shoot which were streamed online, resonating better than the TV spots she appears in. This was a similar case with New Castles superbowl commercials around "the Ad We Almost Made" which won multiple accolades at the Cannes Lion awards. Their ad "The ad Newcastle made to prepare you for the ad we didn't make," received 400K views on YouTube, their ad, "The Mega huge football game ad Newcastle could've made" received 730K views, their, "Keyshawn Johnson behind the scenes of the mega huge football ad we almost made" also received near 1M views and TV ad mocking the candid behinds the scenes looks at Anna Kendrick "pissed" the Newcastle didn't actually make the ad.
I believe these behind the scenes clips help breakdown the barrier between large brands and consumers and helping new audiences members interact with brands in more personal ways. Additionally, using well liked and personable celebrities like Amy Poehler and Anna Kendrick in a more candid manner hepls consumers feel more connected in a organically connected manner.
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