The Brief:
Take pre-prepared videos of Jenson Button and Lewis Hamilton building an F1 car from scratch and making a tent at a festival, and put them in the right places online to generate as many views and customer interaction as possible.
The Activity:
We identified key online conversation drivers and content sharers with a specific interest in this videos and packaged it up in a way that encouraged them to share it with their networks / audiences.
This included a combination of ‘content publicity’ and ‘video seeding’ with editorial contacts and video sharing communities around the world.
The Results:
Both videos have generated more than 1.75 million total views since launch.
Jenson and Lewis: One car, no team:
- More than 360,00 views were generated in the first 24 hours of this push, helping the video make the front page of YouTube.
- Media outlets including The Times, Daily Telegraph, BBC, El Mundo and others featured the video on their platforms.
- After 7 days, nearly 600,000 views had been achieved and more than 8,000 people had shared the link on Twitter and Facebook.
This video generated more views in a shorter period of time than the original Compare The Meerkat video, making it one of the UK’s most successful branded video launches in recent history.
Jenson and Lewis: One tent and a festival:
- The first Vodafone branded video to achieve 1 million views on YouTube (achieved in less than two weeks)
Media slideshow:
