Video can give your marketing efforts a boost in a variety of ways. Here are two small, smart examples, at either end of the budget spectrum. Let’s start with event promotion on the skinny.
”London: The Movie” was created using a digital camera, Photo Story 3 and some podcast excerpts. It’s a great way to build interest in a follow-up event without adding a line item in your event budget for a videographer (Hat tip to Neville Hobson).
Survivor fans in select markets will be able to watch the episode for no additional charge through Comcast's video-on-demand platform. This will be the first time an advertiser has fully sponsored on-demand prime-time broadcast programming.
The program will air with only three commercials. The ads direct viewers to the GM Showroom, an on-demand destination that provides videos, along with in-depth product walk-arounds of various GM vehicles.
This is a clear payoff to the sponsorship, unlike Sprite and LOST where I had to figure out the connection/payoff on my own.
GM is doing more than cutting a sponsorship check here. They are creating customer good will and awareness by providing FREE access to VOD and tying themselves to the buzz of a popular show and VOD technology. This would be the polar opposite of what NBC created by pulling SNL’s Lazy Sunday/Narnia Rap from YouTube and turning it into an iTunes revenue generator.