The reason why such campaigns work wonderfully is that they are so close to reality & insightful. Enjoy!
Gaming is normal but 729 Mn Youtube views is beyond normal!
A few lines written by me. Hope you like it….
Adhoora tha Khwaad ek Mera
Kuch Kar Dikhaney ka
Magar yeh Khwaab toh tha sirf ek Zariya
Loh useey bhi bharkar thi
Pata tha Zarrey Zarrey ko
Raasta aasaan nahin hai
Magar Junoon bhi kuch kam nahin tha
Bas nikal pada us Khwaab ki khooj main
Gir pada shuruat main hi
Aur Achanak chaa gaya ek Andhera sa
Socha, gir kar uthney main he toh hai maza
Aakhir Khwaab bhi toh hai bada
Kuch kadam they aise joh chadh na paya
Dil ke baat maani toh raasta ek aur nikal aaya
Bas kuch hi dooor chala toh ahsaas hua
Main hoon nahin akela jiska hai khwaab
Jaise Jaise Khwaab ne shuru kiya aakaar lena
Chaa gaye Kaley badal
khwaab tha jinka
mere khwaabo to kuchal dena
Magar ab tak toh aadat ho gayi thi
Ki yeh tha is khel ka ek pehlu
Phir khud ko yaad dilaya
Khwaab hai bada, toh raasta kaise hoga asaan
Manzil abhi baaki hai
Magar vishvaas ussey bahut zyaada
Khwaab toh hoga poora
Aaj nahin toh kal.
https://www.thinkwithgoogle.com/experiments/mobile-video-advertising-making-unskippable-ads.htmlYou won’t find this clip extra-ordinarily awesome, unless you understood it.
Brilliant! This seems to be a well planned effort by Samsung to position Galaxy as a futuristic & advanced brand. Kudos to the Marketing team as well as the Agency. This could be a game changer in Content Marketing and will definitely set an example for others to take up even bigger content development challenges.
Coincidentally , the concept seems quite similar to Nike’s content. Watch this Linkhttps://digitalbananas.wordpress.com/2015/06/02/risk-everything/
The rules which apply to traditional Content marketing do not work for new age digital content marketing. Most of us agree to this simple statement but ironically, most of us do not follow it. The reasons are not that simple. Most marketers set their goals right but then start treating their approach exactly the same way as they would to traditional content marketing. One of the reason is they do not understand the new medium. Not their fault- It is complicated.
The first challenge is that within digital ecosystem, there are so many different platforms- facebook, Twitter, Instagram (well, I don’t need to list them down). Each of them behave differently and uniquely and therefore I refer to each one of them as a separate independent medium within digital ecosystem. A piece of content apt to reach out to a community of Facebook users may not be apt for another platform. This logic leads to a very important question: How can one solution fit all?
It’s a simple answer from a marketer’s perspective: A central thought around the brand should be the binding element and all other mediums just drive the central Thought. Fundamentally & logically, this approach is perfect.
Now, the Agency comes into picture and they follow this brief and do as they have been told. Let me take a hypothetical example to explain this. A brand decides to create a 3 dimensional on-ground art masterpiece made out of multiple objects which is a perfect fit with brand values & brand brief etc. Now what an Agency would usually do is:
So Client’s criteria is met and client is happy. Agency did its job fantastically because the art piece is awesome. Agency get’s a nice AV made which can be showcased in various award functions. So that Agency is also Happy.
Unfortunately, Agency forget to adapt this central thought keeping in mind behaviour of various digital platforms. They Agency failed to take into consideration the basic premise on which that particular platform is developed. For instance,
This kind of approach is a very internal perspective led Campaign and does not take into consideration audience’s point of view. Unless the agencies as well as Clients understand this dynamism & complexity of various online mediums, they are unlikely to do justice to Create content, i.e if they are able to create great content at first place!