YouTube is an ever-growing social platform. It now gets more than 4 billion views per day. Staggering. Arguably therefore, there are fewer decent branded YouTube campaigns than there should be.
In past bulletins we’ve seen TippEx, VW and Axe get great traction with their YouTube campaigns, and now Expedia Australia have come up trumps with their game-inspired video competition. They sent a surf celeb to 15 destinations around the world and filmed a short clip at each place. Using geo-location tagging players had to guess where the clip was shot, for a chance to win cash. Each player had 3 tries per day, but could earn more attempts by sharing the game with friends.
Expedia’s supporting landing-page is pretty well-designed and importantly, was integrated into the main Expedia site. It reveals destination info & travel deals once the location has been unveiled. YouTube offers brilliant opportunities for brands, as M&C Saatchi’s recent FilmHack demonstrated. The YouTube audience has a voracious appetite for great content and the creative players will know how to bank on that. You start with proper research every time, of course, but when the data is ready that’s when you need to have a real strategy in place.
