Every revolution has its equivalent of Thomas Paine, the famous pamphleteer of the American Revolution who crystallized the thoughts and emotions of his fellow countrymen. If he were alive today, would he choose the pen or the video camera?
As technology has evolved, the number of tools to create a revolution has increased. While not everyone has access to their very own broadcast television network, anyone with a camera, laptop, and an internet connection can spread their manifesto globally using YouTube and many other video platforms. Doubt me? Go there now and search for any topic to see what comes up.
Understandably, it’s becoming more important to be “viderate” than well schooled in the art of writing in order to influence other people’s thoughts and actions. I can’t claim the credit for coining the terms, but “viderate” and “videracy” are clever concepts.
Since I purchased my MacBook Pro and digital video camera a few months ago, I have churned out a few of my own videos, ranging from family events to call-to-action pieces for my neighborhood. While I acknowledge they are nothing close to what our production teams create for our clients on a regular basis, I have to admit it was pretty cool to see what this novice pulled together (view here and here).
Just imagine the big things you can pull off with a sound strategy and highly creative people driving the project.
For a bit of enlightenment, view these samples I pulled from the web to show how different organizations are using internet videos to achieve their goals:
- Blendtec- increased sales of their high-end blenders by 800%
- Ad Council - is raising the awareness of cyberbullying (hat tip to Jenny Luca at Lucacept for sharing this)
What other great videos have you seen that made you think differently?
May 28th, 2008 at 12:23 pm
Scott,
Great article. Being “viderate” is almost essential for any marketing mix today. But weighing the differences between low-budget “get-er-done” videos and a well thought out production can make a big difference in outcomes. Not a decision to be taken too lightly, especially, when a brand already has established value. Blendtec is a wonderful example on many levels.
I came across this video several months ago for Workplace Safety and Insurance Board, and it really hit home for me. I warn you though, it’s a sweet and compelling intro/story that will draw you in, but takes a horrific turn. In fact, I would say it went just a little too far (it turned my stomach). But it really changed the way I think and act about some things…so for that I say it was very successful. If you have a weak stomach for I seriously caution.
http://www.youtube.com/watch?v=P1Z8xxWhh5k
On a much lighter note, here’s video that a fellow creative director shared with me (http://link.brightcove.com/services/link/bcpid1529569286/bctid1543236646). It’s brilliant! and made be think differently (about production). The UK band The Get Out Clause used surveillance video to make a video for one their latest singles. Read more about the video here: http://tinyurl.com/6obp5y .
Viva La Video!
May 29th, 2008 at 8:53 pm
I’m glad you put the disclaimer on the first video - that was heart wrenching.
For the second video, do you think George Orwell could’ve anticipated that Big Brother’s cameras would be used to launch the next pop sensation?