Video on the Web Takes Off

Hi everyone

Last week was the 40th anniversary of man's first landing on the moon. To help remember the event an incredible web site project was launched called We Choose the Moon.

In it you'll find 44 NASA archival videos covering the whole mission as well as 11 mission-critical events rendered in stunning animation. A timely reminder about how far video on the web has come.

And why is video so important? Well, moving pictures are now by far the most popular way way we tell stories about ourselves, and our products. They are the defining visual form of our time. First it was the Hollywood movie and the small TV screen, but now it's just as likely that YouTube that will attract our attention..

Online video enables us to tell our stories in simpler, more engaging ways than ever before.

But it is not just TV on the web. It is something far more compelling than that. And here are just some of ways companies are using it to great effect:

1. Be clear: I love the way retailers are incorporating video into we sites to show us, rather than tell us, about their products. Here's a great example from Nike called Sportswear stories.

2. Be simple: I heard a lot about the iPhone last year, but I didn't consider buying one till I watched this guided tour video on their site. Suddenly everyone is creating video demos of their products rather than boring old words and pictures. Who has time to read all that anyway?

3. Be interesting: As I mentioned we choose the moon allows you to follow the whole trip from lift off to splash down. A compelling story where you decide what's important and interesting for you. Brilliant and so engaging.

4. Be involved: Best job in the world is just the latest campaign in an idea that has still got legs - customer creation of video content. Done right it has the twin success factor of being fun to do and fun to pass around. No wonder it got so much buzz.

5. Be inspirational: I watched this Microsoft Project Natal video and was totally convinced it was possible. Is it real, will it happen? Don't know but here's one gaming and interactive experience I would love to buy.

6. Be informative: The great thing about video is that allows you learn stuff in an easy, and yet interactive, way. This online video series from MacAfee software about understanding hackers and how to protect yourself became compulsory viewing for me, it really got me hooked.

7. Be Different: FedEX have got a reputation globally as always trying something different and great to hear they are doing it again. Instead of TV advertising, the company has decided to do a Web-video advertising campaign, five three-minute films that feature the actor Fred Willard done in mock info-mercial style. When you've got something to say in an interesting way, why not do it longer form, and in a place your customers are increasingly spending their time?

8. Be real: My favourite team Man U and Nike have teamed up on the team's Asian tour to provide a web site packed with videos, many taken behind the scenes by and about the players, to enable fans to track their every move at the Man U Asian Tour 2009 site. It's the latest in a trend of sportswear sites that use their stars real experiences and behind the scenes action on video to bring fans closer to the brand.

9. Be mobile: Last but not least, it's worth noting that digital video does not have to be on your laptop. Pocket TV from Sony Ericsson is a TV series on You Tube designed in short form to be watched on your mobile, with interesting stories on music, fashion, the arts - you name it. Increasingly, mobile is where video needs to be at, and good effort to design something just right for the medium.

I probably could have listed another 20 ways to use video in our marketing, and so could you. And that's the point really.

We are only limited by our imagination and our bandwidth, and thankfully the latter is becoming less and less of an issue.

Which means we've only just seen the start of what will be possible. Exciting stuff.

Cheers, Rob

Feel free to add comments below, or for further questions or advice contact me at rob.h@th.arcww.com

Digital in a Travel Downturn

Hi everyone

I've been away in Australia on holiday, where like everywhere these days, business and agencies are suffering from the effects of the Global Economic Crises.

During these times digital marketing can drive a message in a more interactive, engaging, measurable and cost effective way.

But too often it seems to me, we are simply using digital to talk about lower prices and cheaper deals.

In the end the cut-price approach only damages our brands, so perhaps this is a good time to re-think our approach. After all, when times are tough, our customers don't always choose the cheapest option - they simply become smarter about their behaviour.

This discount mentality afflicts those in the travel industry more than most, so while I was in Australia it was interesting to see a travel campaign that looked differently at the challenge to kick-start tourism again.

The campaign is called 'No Leave/No Life' and the insight behind it is quite fresh. Often during an economic downturn, many people feel the need to take less holidays - even though they are actually not as busy and there are more people out of work & retrenched that could take a break.

But this guilt about tough times, combined with the fact many Australians often don't use their annual leave, is stopping them from going. The prevailing mood is often, 'Things are tough, I shouldn't be holidaying.'

What this campaign does is try to overcome this guilt with the idea that, actually, this is the perfect time to address the 'work/life' battle we all have. How about when you were busy and never took annual leave? Why not redress this imbalance by taking leave now, and get your life back?

The integrated campaign works across many different media, but online is where it really comes alive. It includes:
- A video (bottom left of link page) about the issue and how you can win the work/life battle
- All the reasons why it's good for you, your company and your country to take a break
- All the tools you need to plan your getaway, including holidays deals, handover templates for colleagues and out of office screen savers
- Holiday ideas and inspiration, that make you feel good about travelling now

A great campaign that uses all the digital tools, but more importantly, has some great thinking behind it.

And a timely reminder that even in a downturn, we can still create ideas that go beyond the discount clutter.

Cheers, Rob

Feel free to add comments below, or for further questions or advice contact me at rob.h@th.arcww.com