Scattered Brilliance

From my brain to paper (or pixels as the case may be)

Archive for youtube

More on the Dunk Contest

I am fascinated with the YouTube promotion of the dunk contest, as previously covered here and here.  But I wanted to pull in a little more context.

Rudy Gay’s initial video has been viewed over 1,600,000 times in the past two weeks generating over 2,200 comments and nearly 200 video responses posting dunks that he should try out.

Now that’s viral marketing the way it should be done in the interactive space.  The NBA, Sprite, and YouTube combined to deliver a campaign that captivated an audience and built a platform for interaction that has tremendous opportunity for payoff during NBA All Star weekend.

Well done.

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“Yes We Can” (w/lyrics): A Song for Barack Obama

Will-I-Am of the Black Eyed Peas brought together a start studded cast to put Barack Obama’s speech in New Hampshire to music in a powerful show of support for the Obama campaign.

There is no doubt that Obama is the most inspirational and aspirational candidate on either side of the race for office.  Not only does his oration stand up to the stars singing behind it, but his message rings clear.  Change, Hope, Yes We Can.

The video was uploaded to YouTube on 2/2/08 and in three days has over 1,350,000 views.  That’s grass roots inspiration.

It was a creed written into the founding documents that declared the destiny of a nation.
Yes we can.
It was whispered by slaves and abolitionists as they blazed a trail toward freedom.
Yes we can. Yes we can.
It was sung by immigrants as they struck out from distant shores
and pioneers who pushed westward against an unforgiving wilderness.
Yes we can. Yes we can.
It was the call of workers who organized;
women who reached for the ballots;
a President who chose the moon as our new frontier;
and a King who took us to the mountain-top and pointed the way to the Promised Land.
Yes we can to justice and equality.
(yes we can, yes we can, yes we can, yes we can…)

Yes we can to opportunity and prosperity.
Yes we can to opportunity and prosperity.
Yes we can heal this nation.
Yes we can repair this world.
Yes we can. Si Se Puede
(yes we can, yes we can, yes we can, yes we can…)

We know the battle ahead will be long,
but always remember that no matter what obstacles stand in our way,
nothing can stand in the way of the power of millions of voices calling for change.
We want change!
(We want change! We want change! We want change…)

We have been told we cannot do this by a chorus of cynics who will only grow louder and more dissonant.
We’ve been asked to pause for a reality check.
We’ve been warned against offering the people of this nation false hope.
But in the unlikely story that is America, there has never been anything false about hope. We want change!
(We want change! I want change! We want change! I want change…)

The hopes of the little girl who goes to a crumbling school in Dillon are the same as the dreams of the boy who learns on the streets of LA;
we will remember that there is something happening in America;
that we are not as divided as our politics suggests;
that we are one people;
we are one nation;
and together, we will begin the next great chapter in America’s story with three words that will ring from coast to coast;
from sea to shining sea – Yes. We. Can.
(yes we can, yes we can, yes we can, yes we can, yes we can, yes we can, yes we can, yes we can…)

Jamario Moon wets our whistle on YouTube

The NBA dunk contest will be relevant again this year and it might be grass roots build up on YouTube that pushes it back there. It started with Rudy Gay calling out to the community to help choose his dunk (which I covered here). And there have been top ten dunk video montages put together and circulated for each of the four contestants;

Gerald Green, Minnesota Timberwolves (Defending Champion)
Dwight Howard, Orland Magic
Rudy Gay, Memphis Grizzlies
Jamario Moon, Toronto Raptors

    But I stumbled on the icing on the cake today thanks to the community over at Yardbarker in Jamario Moon’s teaser video for a dunk that will knock your socks off.

    Moon, an ex-Harlem Globetrotter who has a growing following of NBA faithfuls, shows off his stuff in a YouTube promo. Stick around until the end for the cliffhanger, it’s a little staged and cheesy, but totally worth it!

    In case you missed it, here’s a screenshot of where Moon took off from for his two handed jam.

    jamario moon from beyond the foul line

    That’s just sick! The only way he could top that would be to pull an “Over the Moon” and dunk over himself!

    I haven’t been this excited for a dunk contest in a long time. It’s about time the NBA made this hyphy again.

    H&R Block YouTube campaign gone bad.

    When the marketing team at H&R Block put this campaign together, I don’t think they envisioned having to leave a comment like this in the comments of that same campaign;

    “Hey there YouTubers. I’m the director of online marketing for H&R Block’s digital tax solutions. I appreciate your comments about transparency and I want to let you know that I couldn’t agree more. I thought we were pretty overt about making it clear that Truman was our creation and not a real person. The thought that anyone might think we were trying to pull one over on you makes me ill. Not the intention at all. So if you feel we led you astray, I sincerely apologize.
    Truman is just our way of acknowledging that no one really wants to think about taxes and that we really have to go out on a limb to get anyone to pay attention to a (not very sexy) subject that could actually have a big impact on your pocket book.
    Thanks for your Comments!
    -A”

    Wow, reading that again three thoughts cross my mind.

    (1) The campaign missed the mark. The more you watch the fictional Truman, the more you actually like him. But the first impression I got was confusion over who Truman was and why he was talking to me on YouTube. I figured it out pretty quickly, but I immediately wrote him off.

    (2) I feel terrible for “A” over at H&R Block. They clearly put creative effort, thought, and resources against this campaign. This response clearly wasn’t what they expected. Talk about having to eat crow.

    (3) I give “A” a tremendous amount of credit for stepping up and joining the conversation around this campaign. I would encourage them to post a video response and to find a way to capitalize on the humor that lies underneath their character Truman.

    New “conversational marketing” is a tricky space. I think the lines of content and advertising is often close to being crossed. I also think that the audience within many of the new media and social networking worlds are much more fickle and cynical towards advertising. If it doesn’t add value or if it’s “lame”, you run into situations like this.

    It’s interesting. If this campaign ran on TV, would H&R Block have ever known if their character was resonating or not? If “Dude, your getting a Dell Steven” was a YouTube creation would he have been similarly dismissed as a “gay capitalist creation?

    We are in a new world of marketing. One that is transparent both ways. Marketers must be transparent to consumers, because consumers won’t pull any punches with their views back.