Ryan Reynolds + Dogs = Ratings Gold

The Westminster Dog Show is pretty much the biggest event in the canine world. It began Monday morning and culminates this evening when some Havanese or Whippet or Shetland Sheepdog will be crowned “Best in Show.” You can’t begin to imagine the brushing involved, but that’s not the point.

The point is that the Westminster Dog Show airs on FS 1, FS2, and the Fox Sports App. And they’d really like you to watch.

Enter Ryan Reynolds …

Fox paid nothing to have Ryan Reynolds promote their event. That’s because Reynolds bought a stake in his Portland based spirit early in 2018, and ever since, has lent his considerable charm and wit to promoting it.

Reynold’s brilliant approach to video-based brand expansion for Aviation Gin uses clever cross promotions and collaborations with everyone from Samsung to Virgin Atlantic to Peloton … or actually, just the actress from that much maligned Peloton commercial. He doesn’t buy media, he earns it. And more importantly, he earns audiences. So advertisers like Fox Sports eagerly sign up to partner with him.

Fox Sports wins, Aviation wins, and those of us who just like a smart-assed charmer? We win too.

These simple, clever, quickly-produced brand videos, keep both Reynolds and his investment top of mind with his gin-drinking audience.

Don’t believe me? Check out some of these YouTube comments …

Well played you clever Canadian. Well played.

How Do You Sell Mass Media Without A Super Bowl?

It was fun last week, discussing and debating the Super Bowl ads. It felt particularly special since it’s so rare that we all share an experience. The digital/mobile takeover consigned such commonality to the past, now that we build networks conformed to our own perspectives.

When even our media gravitate toward the niches Chris Anderson famously dubbed ‘the long tail,‘ how can you attract people back to mass platforms like network television, the long tailed beast’s metaphorical body?

Like any marketing challenge, successful solutions require a brilliant strategy. Just over three years ago, some clever people promoting Denmark’s TV2 created video content that is as strategically brilliant as it is emotionally powerful …

Celebrating not what divides us but all that we share; this is a resonant insight brought to tone-perfect life through writing, casting, music, and edit. There’s such delightful surprise in the discovery of our collective commonality and the unexpected things we share.

Locked off so much of the time in our own corners, it’s helpful to be reminded of that. Helpful, and reassuring.

Four year old video content for Denmark's TV2 warmly demonstrates a strategy for attracting people back to mass media: the things we share.

Technology in Service of Mankind: The Punishing Signal

Think of all of technology’s broken promises, starting with the last time you updated your operating system. It’s a discipline lousy with hyperbole, half-truths, and lies, lies, lies.

But every now and then, our best and brightest bring technology’s glimmering potential to bear in an effort to improve the collective quality of life.

This time, that group is the Mumbai Police Department …

Last week, the department posted this lovely video explainer to Twitter. It outlines their latest effort at fighting noise pollution, and quickly went viral.

By hooking up decibel meters to red lights, the police assessed honking noise in real time and then, through an admirably perverse algorithm, delayed green lights, resetting the countdown if the honking volume exceeded 85 decibels. In their words, the idea was “honk more, wait more.”

While admirable, this effort feels rather ironic coming from a country that acknowledges the free-for-all nature of their chaotic roadways with the admonition “Good brakes, good horn, good luck.”

Will this clever trial quell India’s addiction to honking?

Hard to tell, but in a country with 11 times the population density of the United States and no subway or mass transit system, the question really is ‘what can it hurt?’

Fingers crossed and holding my ears for you Mumbai…

In Mumbai, traffic is exceptionally loud thanks to the national proclivity for honking.

PS: Hat tip to Greg Popp who steered me to this story in the NYT. Good luck with your shoot in NZ, amigo.

And with this, we wrap Halloween 2019

My daughter forwarded me this Halloween clip that blew up across social media today. Click the link on the photo and make sure to turn up the sound as you watch..

Screen Shot 2019-11-01 at 1.12.48 PM.png

A quick bit of Googling revealed that the man who posts on Instagram as @Shauhindavari is Shaw Duvari, a professor at Orange Coast College in Newport Beach where he teaches public speaking. He also coaches the OCC Speech, Debate, and Theater team, which he drolly describes as “incredibly successful.”

A quick scan of his posts show his typical viewcount averages in the low hundreds, but something about this one struck a nerve. He’s already eclipsed 20,000 views due in no small part to a share from Barstool Sports.

No, he might never match the viral success of this oh-so-relatable post. But today, Shaw wins the internet. Good on you guy.

Gold, Frankincense…and Metal

So, how many times this season have you heard Paul McCartney’s treacly “Wonderful Christmas Time”? Did an act of congress dictate that every store’s playlist must feature an inappropriately-breathy rendition of “Santa Baby”?

If you’re struggling to find your musical merry this season, search no more. In what is the polar opposite of anything on Neil Diamond’s Christmas playlist, a metal band out of York, PA has released their own magical antidote of sorts. Small Town Titans have re-interpreted “You’re a Mean One Mr. Grinch” with a metal sensibility that would make Boris Karloff smile. And it gladdens my heart more than all the sugarplums on Michigan Avenue…

Wow. The Zevon-worthy lyric “YOU HAVE ALL THE TENDER SWEETNESS/OF A SEASICK CROCODILE” never felt so ominously threatening. And apparently, lots of us agree that’s a good thing.

The unsigned power trio released this cover last year but according to lead singer Phil Freeman, “we weren’t really expecting more than maybe a million views by Christmas.” To their surprise, their Facebook post of a live performance went viral. It now has over 23 million views…and it’s still climbing. That’s what happens when your post gets shared by over a half a million people.

In a lovely twist of fate, Freeman, Ben Guiles, and Jonny Ross all met as students at Lebanon Valley College; my decidedly non-metal mother and sister’s alma mater.

So yes, it is a lovely season and indeed, it may well be the most wonderful time of the year. Still, there’s definitely room for this sentiment as well. Nicely done lads.

img_3054

No Irish Here Today…

More than text or still imagery, video has the power to summon visceral emotion. These feelings can be inspiring and uplifting, affirmations of our better selves, or they can be base and degrading screeds, as delivered by those wedge-driving Russian trollbots.

That emotional backdrop makes this video created by Dan Margulis, an advertising Group Creative Director at Doner, very intriguing…

Dan worked with content production company Atlas Industries to shoot this video last Sunday during Detroit’s St. Patrick’s Day Parade. It anchors “No Irish Pub”: a website Dan built as part of his project, which he describes this way:  “This social experiment hopes to foster thought and dialog around immigration in America.” The Detroit Free Press wrote a nice account of peoples’ reactions during the event.

God love him. If it makes people think and talk instead of post and shout, he’ll have accomplished a grand thing. And either way, good on him for trying.

Happy St. Paddy’s all,

img_3054

To Activate Video Content, Stop Treating It Like Broadcast

You see it again and again on corporate YouTube channels: a random smattering of videos, often with different tones and themes, none with any significant number of views. That’s usually because their channels function as a parking lot for whatever video content they have on hand. Hey, it’s free, what’s there to lose?

Opportunity for starters. As the world’s second largest search engine with a reported three billion searches per month, YouTube may be a ridiculously crowded platform, but it’s the premiere destination for anyone looking for video-based communication. And companies should be there because people are looking…

LoViews

But companies shouldn’t be there simply with recycled broadcast spots. Digital video works 180º differently than broadcast; instead of being intentionally general to reach 500,000 people, digital video narrowcasts to reach the right 5,000 people. The point is to target an ideal audience (or audiences), customize our story messages to engage them, and communicate as specifically and singularly as we can, hoping to earn their attention by speaking directly to their wants, needs, and interests.

Audiences are selfish.

If you grew up in the broadcast era, that’s a hard pill to swallow, but it’s definitely reality. The digital environment empowers everyone to select programming they want to watch and avoid whatever they don’t. As a result, we each create our own networks around our own interests. This doesn’t mean there’s no place for corporate messages, it simply means we must adapt them to fit the environment. The more we find ways to align our corporate wants and needs with the wants and needs of a specific audience, the more our messages resonate. And the more our audience will share that content with like-minded people across their own networks, expanding our ideal audience for us. Simply put, the more we embrace narrowcast, the more success we’ll have with our digital video content.

And the less likely we’ll be to have meager view counts on our YouTube channels.

img_3054

unsplash-logoFrank Okay

“Video Content: Why”: a Free e-Book(let)

That’s right, free. With no purchase.

Twenty-two pages of facts, links, and thinking on the many ways video has evolved from a selling platform to the preferred communications platform.

Our world has changed. Smart companies have commissioned research to learn exactly how so I’ve been reading what they shared, sifting through the hyperbole and exaggeration endemic to the blogging world, all to catalogue the best thinking on how to leverage online video.

OnVideoContent

I want to share this thinking with anyone and everyone who may be interested. Download it, share it, use it however it may help; I simply ask that if you have feedback or input on how to make it better, share your thoughts. Our digital world is iterative which makes constant improvement a real possibility.

As I post this, we stand halfway between the end of Hanukkah and Christmas day; consider this my ecumenical Holiday gift to you. Read it in good health. And all the best for the New Year.

img_3054

PS: Find other downloadable links on this page.

Video: Evolving Beyond Selling

So yesterday, I was lucky enough to present for the West Michigan Content Strategy Meetup’s first-ever lunch and learn webinar.

Of course, being that it was ‘first ever’ and involved warring Apple and Google technology platforms, it was a bit of a car wreck; dropped signals, video blackouts, etc. But happily, like all things digital and video, you can fix it in post. So we did.

My thanks to my old friend Scott Smith and the charming and redoubtable Laura Bergells for making this a terrific experience, technical difficulties and all.

img_3054