The London Olympics officially open Friday, but just like the athletes that will parade through the opening ceremonies, the most aggressive and savviest advertisers began staring down their competition far in advance of this moment. In the ad world, the Games began months ago.
In a sign of a broader trend, Procter & Gamble has been targeting pre-Olympic advertising as intensely as it would ads during the Games. P&G has gone hard on Web advertising, releasing ads online before they hit TV.
We intentionally chose to launch a digital-first campaign,” said David Grisim, associate marketing director at P&G Canada. “By launching digitally first, we found that we got a much higher level of engagement than we would in a traditional campaign.”
Olympic sponsors have collectively spent millions to be associated with the Games, and cannot afford to rely on traditional TV advertising to make good on that investment. P&G needed to encourage people to watch and share the ads so that by the time they are seen on television, they are well-known. Its campaign focuses on the mothers behind the athletes, and was promoted heavily on social media to create an early connection, especially with moms, who are a target market for many of its products. A video featuring Canadian triathlete Paula Findlay and her mother, part of a series of “Raising an Olympian” online videos, is a good example of the maternal tearjerker theme.
The results have been better than expected: In Canada, its “Best Job” commercial reached 150,000 views on YouTube in its first week after launching in April. Since then, 1.4 million Canadians have seen it. An even more important metric for P&G is that an average of one in three viewers shared the video with others.
“We’ve never seen numbers like that,” Mr. Grisim said.
Strange Random Olympics Quote:
“Here’s a good trick.
Get a job as a judge at the Olympics. Then, if some guy sets a world record, pretend that you didn’t see it and go: Okay, is everybody ready to start now?” ― Jack Handey
In three weeks it has been watched more than five million times, and Lily has become a minor Internet celebrity. Of far more importance, at least to Lily’s parents, the video is poised to make enough money from advertisements to send Lily to college.
Creating a video that attracts millions of viewers and becomes a pop culture phenomenon involves an unpredictable cocktail of luck and timing. A dash of cute babies or people acting like idiots can only help. But once a video goes viral, making some cold cash depends on quick action.
Here is some advice on how to take advantage of your 15 minutes of Internet fame from people who did just that.
Strange Random YouTube Quote:
- Coldplay rock Madrid live on YouTube (telegraph.co.uk)
- YouTube to Advertisers: We Help Build Brands (1ntheknow.wordpress.com)
- 5 Reasons YouTube Is More Than a Video Hub (community.constantcontact.com)
- New YouTube Series Gives You A Glimpse Into Life At YouTube (socialtimes.com)
- YouTube Close to Announcing Video “Channels” (allthingsd.com)
- Useful Social Marketing Tips – Your 7 Step YouTube Formula For Traffic & an Online Presence (thediamondringreview.com)
- YouTube Release Notes: Updated Video End-Screen, WeVideo added to YouTube.com/Create and More… (youtube-global.blogspot.com)
”Take the stairs instead of the escalator or elevator and feel better” is something we often hear or read in the Sunday papers. Few people actually follow that advice. Can we get more people to take the stairs over the escalator by making it fun to do? See the results here.
Strange Random Fun Quote:
“If you obey all the rules, you miss all the fun” – Katherine Hepburn
- Cool Idea: A Slide by the Staircase (casasugar.com)
- The Sun Never Sets on the Wide, Wide World of Online Video (searchenginewatch.com)
- W for Wednesday (shilianglim.wordpress.com)
- The 10 Most Viral Ads Of All Time (businessinsider.com)
- Makey Awards 2011 Nominee 03: Volkswagen’s Fun Theory, “Best Education / Outreach Program” (makezine.com)
- The Speed Camera Lottery – The Fun Theory (milkandcookies.com)
Humorist John Hodgman rambles through a new story about aliens, physics, time, space and the way all of these somehow contribute to a sweet, perfect memory of falling in love.
Strange Random Alien Quote:
- Join Us, New Album by They Might Be Giants (laughingsquid.com)
- Jon Stewart & John Hodgman Teach Viewers How To Protect Yourself From Hackers Like LulzSec (mediaite.com)
- They Might Be Giants launches video contest judged by John Hodgman (boingboing.net)
- Disputes Desired in Western Massachusetts (areasofmyexpertise.com)
- The 10 Funniest Commercials of All Time (adweek.com)
- “You may know from George Plimpton’s Video Falconry, if you do up, up, down, down, claw, flap, flap,…” (putthison.com)
- “Choose Print” as Part of Your Marketing Mix (prnewswire.com)