I’m currently in the throes of trying to pack as much as I possibly can into my ‘Language of our Times’ class in the final weeks of term. We were looking at viral videos recently (and at its essence, what are the qualities of a video that makes it move to viral status) and have returned to this in the last two days, prompted by what I’ve viewed on mainstream television and what has run past my Twitter stream.
The Qantas ad, above, caught my attention while I was making inroads on correction. It led me away from the correction pretty quickly, enticed as I was with the soundtrack and storylines that were unfolding in front of me. A two minute slot in primetime must cost a fair whack, but the 300,000+ views it has racked up on YouTube in 8 days is quite possibly paying dividends for the Qantas brand.
We followed this up today with two Christmas ads coming out of the UK. The first was the John Lewis ad below that has racked up a more than impressive 14 million+ views on YouTube in 8 days. And yes, I’m betting John Lewis sees this as an investment that has paid off.
The second is the Christmas ad from Sainsbury’s, a UK Supermarket chain. It was made in partnership with The Royal British Legion and is inspired by real events from 100 years ago. I dare you to watch it and not tear up.
It was released two days ago and has racked up 4 million+ views to date. I’m figuring this is one with shareability written all over it. Check back in six days and I’m betting it’s running rings over the John Lewis ad.
What these ads have enabled is some great discussion around what makes an effective marketing campaign in a world where YouTube rules and mainstream media is becoming less relevant in the lives of the everyday citizen. A good discussion to have and one that I think my students have benefited from. If I find them all leading marketing campaigns in future years I’ll know I’ve done a good job. ;)
I’ll be grabbing some shut eye this weekend and gearing up for a busy few weeks as the year comes to an end. Rest up folks and enjoy some down time. :)