Brazil’s crushing defeat wasn’t the only unusual thing to happen at this year’s World Cup. Even though Adidas was the official sponsor, Nike came away as the most-viewed brand for online video according to Visible Measures.
So how did they win the viral cup? With remarkable storytelling, brilliant production and lest we forget – a budget that allowed them to shoot for the stars. Nike’s amazing animation ‘The Last Game’ currently has just under 100 million views. It will surely surpass that figure in days to come.
These numbers are very impressive considering that this animation is over five minutes long. You could probably take this story line and sell it as a Hollywood production. And really, that’s the point. It IS a mini-movie with is a very strong idea where the underdogs win. You don’t even see the product until about three and half minutes into the video, and it lasts about three seconds.
Next time you’re thinking ‘What the heck can we do to improve sharing of our branded videos?’, keep three things in mind: 1) A killer, highly entertaining concept. 2) A realistic production budget to make it sing. 3) Make sure it’s not about selling your stuff. If it looks anything like a standard commercial, you’ve failed.
Here’s a quote from Brian Shin, CEO of Visible Measures: “Based on our analysis, we have found that brands are placing more emphasis on creating higher-quality video that emphasize compelling storytelling and a longer narrative to hook viewers”.
You can’t win if you don’t play – but be sure to come to the game well prepared.