Conclusions
What can we glean from these campaigns?
How do the creative professionals who design the best campaigns start their efforts? I think it’s safe to say that they think about the user first, and then they think about how their targeted user might be most likely to interact with the brand. Then, they tailor the interactivity to that user, and target their buy to most efficiently reach as many of them as possible.
If you think about it, it worked for these campaigns because of the nature of the creative:
- Viral for film trailers (Human Trafficking)
- Taunting for Gamers (Project Gotham Racing)
- Mixing and watching for wanna-be lotharios (Old Spice)
- Homage for Iverson (Reebok’s Answer)
- Making a drink for a lush like me (Tanqueray)
And, just in terms of pure targeting, it worked extremely well for Rovion’s campaign for Century Fitness.
If you’re thinking of developing an interactive video campaign, you could do a whole lot worse than relying on what worked for these campaigns, even though they represent multiple kinds of media buys, and some didn't wind up buying very much media at all.
