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Technology brands shine with innovative video campaigns

Technology brands shine with innovative video campaigns Brian Shin

Viewership was dominated by technology brands in the month of January. The Consumer Electronics Show (CES) occurred early in the month in Las Vegas, where technology, automotive, and engineering brands from around the world exhibited their upcoming projects. A handful of these brands released video content showcasing their new inventions, including Kia and Intel.


Kia, ranking first on the chart with a cumulative view count of over 100 million, received the majority of their views from their "X-Car" campaign and their CES-related content. In a lead-up to both the Australian Open Tennis Championship and the release of "X-Men: Apocalypse," Kia's "X-Car" advertisement features tennis-star Rafael Nadal and tells a fictionalized coming-of-age story about how "supernatural" powers allowed Nadal to become a tennis star. This is the second time that Nadal has partnered with the brand. In the video, Nadal comes across the new X-Car transformed Kia Sportage, and footage from the upcoming X-Men film is used to provide context. Released on January 3, the original video uploaded to Facebook received over 15 million views.

Intel released a lot of content from CES; the brand received over 12 million views from three videos introducing upcoming virtual reality programs and 360-degree sports technology. The most viewed of the three, "Replay FreeD," shows how 360-degree video technology can freeze and analyze a track runner's form as he leaps over a hurdle. 

Samsung, ranking at No. 2, released their "Let's Go to Work" campaign showcasing Samsung Virtual Reality that features LeBron James and the music of Public Enemy. The video begins with a wake-up call to LeBron to begin his day's basketball training and then follows people's daily work lives through trains, construction sites, offices, and kitchens as they mouth the words to "Welcome to the Terrordome" by Public Enemy. The campaign received nearly 14 million views in January. The campaign promotes Samsung's "Striving for Greatness" program that allows people to get closer to the life and training of LeBron James through their virtual reality gear.

Google, ranking at No. 3, received most of their views from a campaign promoting the newly improved Google App. The campaign includes eight how-to videos that exemplify the diversity of the app and its functions. Real-life examples included how to "Beat the rush" by using the app to check traffic on a specific road, or how to "Ramen" by searching for ramen restaurants near a specific location. The campaign also includes two Star Wars-themed videos featuring Google searches related to the light side and the dark side. The campaign was released in mid-December and received nearly 24 million views in January.

Narrative storytelling was a popular technique in some of January's most viewed ads, helping brands like AT&T, Wendy's, and Amazon. In AT&T's "Your Network," viewers are taken through the history of telecommunications beginning with Alexander Graham Bell's first telephonic communication and ending with the digital evolution occurring today. The video's stunning cinematography and culturally relevant narrative helped it gain nearly 10 million views.

In Wendy's humorous "Gouda Bacon Cheeseburger" ads, viewers are taken through the trials and tribulations of football players with the names "Gouda," "Bacon," and "Gruyere" as they get ready for a game. Gouda and Gruyere are finally given a chance to play with Bacon when their coach makes a last-minute game day decision. When the three players come together on the field, the team wins the game. This football-themed spoof was released alongside other "faux" content including a fictionalized interview with the director. Real-life professional football player Terrell Owens plays the role of Gouda.

In anticipation of the Super Bowl, Amazon released their "Baldwin Bowl" campaign teasers that received extremely high viewership in comparison to other brands' pre-Bowl content. The teasers show Alec Baldwin trying to plan the ultimate Super Bowl party; both teasers received over 20 million cumulative views.

Technology brands produced the highest viewed video content of January, with CES catalyzing this marketing push. In addition, brand partnerships with athletes and celebrities helped brands make the chart, and created buzz around content to be released in February.

Brian Shin is CEO and founder at Visible Measure. 

Media's Brands in Video chart, powered by Visible Measures, focuses on aggregated brand view counts across related social video ad campaigns. Each brand and campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated and audience-driven video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on close to 400 million videos tracked across more than 300 online video destinations.

Note: This analysis does not include Visible Measures' paid-placement (e.g., overlays; pre-, mid-, and post-roll) performance data or video views on private sites. This chart does not include movie trailers, video game campaigns, TV show, or media network promotions. View counts are incremental by month.

Learn more here. http://blogs.imediaconnection.com/blog/2011/06/02/context-background-for-the-new-imedia-top-brands-in-video-chart/

Brian Shin is the founder and CEO of Visible Measures. He has more than 15 years experience starting and building innovative early stage technology companies. Brian has co-founded several successful Internet startups, including web-based...

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