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Laundry Fairies and YouTube
Tonight, on Celebrity Apprentice, the task was to create a “viral video” for All Laundry Detergent. Surprise, surprise both videos sucked. In fact, the creative from every episode is lame, but that’s another story. However, unlike other episodes, two new “viral” videos were professionally created that better represented the All brand. These videos were then posted and for every time one video is sent to a friend, $0.50 is donated to charity.
The great part? All used YouTube to stream the videos. What does that mean? You can see exactly how many views each video got aka you can see:
- How many people who watched Celebrity Apprentice were paying attention, were by a computer and were intrigued enough to immediately act on the Call to Action (go to www.all-laundry.com for a $2 coupon and to view the new videos).
As of 11:59pm PST Sunday night, the two videos had combined views of 711. According to Nielsen Ratings, approximately 900,028 people tuned into the show and it had an 18% share of the audience. In internet marketing speak? The Call to Action had a 0.08% success rate.
Hmmm… makes you think. By itself, 711 views in four hours is semi-impressive. But, a 0.08% CTR is underwhelming. It’s also the same as a CTR from most online display banners or tweets. And, it was a helluva lot more expensive. Here’s a great example. Threadless gave away $200 in gift cards on twitter. In less than two hours, almost 1,500 people retweeted the message. They have 200,000 followers. The CTR? 0.75%. Hmmm… while Twitter is niche, it (a) gives you access to brand advocates (b) is more immediate than TV and (c) is less expensive.
I’ve talked about sharing vs. searching before. While the above examples aren’t apples to apples in terms of call to action, etc., maybe sharing is also the new advertising.
PS – You can view the videos here. Both are 4+ minutes long and since I could only watch about 30 seconds of each, I refuse to post them here 
Posted in Advertising, Interactive Media, Marketing, Video
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