This up and coming winner from Bic has got a great ending, even after the sportcaster’s meta reference to the ad. The last 10 seconds of the video points the viewer to two more ways to engage with the campaign; an online human curling game to play over and over and over and over again and the Bic Facebook page. It’s deceptively simple yet I can’t immediately think of another example that has had such a strong connection to re-engagement.
While some branded content benefits from less overt connections with the actual brand itself, any opportunity to use the success of a viral video to trigger more interaction is just smart marketing. Given the way video is shared, other opportunities to turn views into an opt in audience come from tapping into Facebook’s social personalisation and sponsored stories and dominating the search results for keywords relating to your video.
What campaigns have you seen that successfully take the viewer from the video to another branded channel?