One good example of is the viral campaign for Blendtec. A relatively
unknown brand skyrocketed to fame through a series of highly entertaining and humorous videos. Ironically enough, the concepts are based on the age-old premise of simply featuring a product demonstration. In their simplistic brilliance, Blendtec’s videos have been viewed by nearly 200 million people(!) to date, and have become one of the most-watched, branded campaigns on social networks.
Another YouTube piece big on concept but without big production dollars is the Levi’s “Guys Backflip Into Jeans” video. In hopes that people would “discover it on their own”, Levis didn’t even try to drop a logo anywhere into the video. But with over five million views in less than a year, the brand certainly got the recognition it was hoping for. And yes, you can easily see that the guys in the video are wearing a certain brand of jeans.
For thousands of brands, this is great news. Without having to pay for expensive television media and elaborate production costs, the opportunity for smaller brands to grab market share is better than ever. But while the playing field has been leveled and anyone can play, the rules have changed. The consumer is now in charge. You better make them laugh, cry, scream, or at least think. Otherwise, the only one sharing your video will be your family.