MIMA – Video/Mobile Marketing: from soup to nuts

MIMA – Video/Mobile Marketing: from soup to nuts - great event as usually! 

Interesting…  What video is streamed online the most:

1. News
2. Movie Trailers
3. Armature
4. Music
5. Commercial production by brands…

Armature video more popular what brands are currently trying to produce…  Corporate video is “not there”

Rabbit Hole  

rabbithole on blip.tv - MRM Worldwide

An attempt (MRM Worldwide, not accepted by the client) of a viral video.

The video was not accepted because the creative brief specified that the video had to be funny. Company believed that only funny videos become viral.

The companies should be more “open to discover.”  The video was touching and impressed the reviewers, but it was not funny…

If the client liked the draft, the video could be improved by cutting it down in time.

Recommendations:
- “don’t over think it” – the agency asked around the office who had memories about Nesquick or similar drinks. One of the stories was very touching and became this video.
- Don’t take the bad idea in the brief
- Try to convince the client to be “cool”
- “It” should not server the brand, “it” should be something for the person.

The bigger the company, the more difficult it is to satisfy all the stakeholders.

An interesting (and bold) attempt of 3M to promote one of its products to a young audience… 

Focus groups with young people were conducted and their perception of the brand changed to more positive than just: “oh, this is a sticky note maker…”

However, there is no 3m brand on the micro site…. Only product brand….

Good point: video is not good for everything…  similar to other interactive channels, it should be used when it makes sense

MN AMA – Explore Minnesota—How to Rebrand and Market the State

 

As usually, very informative event for marketers not only in travel industry… Actually, the benefit from looking at other industries is significant: it opens the eyes to the possibilities not limited by the “home industry” perspective.  Check a great description of the project and the speaker on the MN AMA web site.

Interesting points from the event:

• The start: research. What does the traveler want?  Where the traveler finds the information?
• Traditional approach of sending brochures still has a place, but…
• The research showed that the traveler prefers to receive the information from the internet; the traveler wants to be inspired, to be informed (in an authentic way), and to talk to other travelers.
• Rebranding Minnesota concentrated on the web site with features that travelers wanted; all traditional advertisement lead prospects to the site
• Consumer – generated content is used very successfully and seeded on other social media video sites
• Most people love to view video, but not necessarily upload it

Examples of viral videos (very entertaining!!!)
 

  
The site owners try to make sure that videos are less than two minutes long.

The project of rebranding Minnesota exceeded more than twice its plan on web site traffic increase, and achieved significant increase in inquiries. The advertisement on the site was quickly sold out.

Interesting question from the audience: was the change initiated internally, or did it come from an agency’s advice? The realization that the change needed came internally; the RFP to search for agencies to execute the new direction included description of the new point of view.

The understanding of the change came from research.