With the help of YouTube, more and more advertisers are turning from 30-second spots on television to three minute mini-films. YouTube is now among the most influential advertising mediums around. Videos, the YouTube variety, transformed advertising’s landscape.
Maybe viral videos don’t outright promote a brand and so become more guerilla than its older, more traditional television borther.
Take the recent video hit, “Liquid Mountaineering.” Posed as a documentary, the film was made by advertising agency CCCP to promote Hi-Tec, an outdoor footwear company. They only mention the brand once in the video, and subsequently, the mini-film has become a viral hit. Viewers can also witness a making of the video on YouTube as well.
This clever form of advertising is not as obvious as product placement and not as overbearing as traditional advertising. The entertainment value makes YouTube a place where the new cool advertising resides.
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