September 15, 2006
From 30 seconds to Tv-channel
In a digital world where YouTube rules and everybody soon will have their own TV-channel on top of the media plan there is a piece of great advice from Chad Stoller and Chris Portella in Adweek.
Secure your brand channel and make it a destination
Brand channels offer a bit of a "safe haven" on YouTube, allowing you to have moderate control of your message and providing a platform for telling your story. A good example is Warner Bros. Records' Paris Hilton Channel. (In the spirit of full disclosure, Organic was the agency that arranged for Fox Broadcasting Co.'s show "Prison Break" to sponsor the Paris Hilton Channel in its first week.)
We define "tribute-ors" as those who pay tribute to a brand by making their own home-brew advertising. Think of it as consumer-generated media in the form of an ad. Like tribute-ors or not, they are on YouTube and they have their own opinions. By having your own brand channel, your story will be there to speak up for your brand.
Put it all out there
Remember, YouTube is the de-facto research for TV spots and video content. Make sure that you are well represented. Did you have a celebrity spokesperson for a campaign? Put some footage of the shoot or an interview up.
Demonstrate that you are a 2.0 brand by embracing all comments, tributes and ratings.
Surprise your favorite people with special content and exclusive offers. People love to be in on a secret. If they know one, then they're sure to tell a friend.
If you're having fun, chances are your audience will too.