The TV is NOT Dead
As the marketers and consumers of our generation, we tend to look to the internet as our main form of media. I believe it says somewhere in the Gospel of the World Wide Web “Giveth to the internet that what you wish to sell, and with it a virus of consumption shall be your reward” or something like that.
Anyway.
Point is, everything is internet, mobility and interactive-based these days. Everyone wants the next great viral video or campaign, like what Old Spice pulled off. However, the truth is that traditional media is not to be underestimated, yet. Maybe in 15 years or so Sony and the boys will want to think of something else to hang their hat on, but for now, the TV is still king.
Why do i say this? Well, the princes of the one-take viral music video are back with their new song “White Knuckles.” Alright, Ok Go, they know what they’re doing promoting themselves virally, yes? ‘But of course!’ you say ‘Their videos get millions of views every time without fail! Those internet geniuses!’ but wait, when it came to debuting their latest masterpiece, they decided to take a different route and show it off on Ellen’s daytime talk show.
‘Blasphemy!’ says you, ‘brilliant!’ says I.
For when they released it on the internet the video had only reached about 700 views in a couple of days (granted, that number would have gone up and would have done so pretty fast) however, once they premiered it on Ellen’s show (along with some making-of footage) it shot up to 1 million views in less then an hour.
That’s some kind of magic or perhaps just the power of TV.
The video is currently sitting at just about 6.4 million views. It doesn’t hurt that it was made with the help of some talented rescue dogs, to which any and all donations will go towards. We all love helping out animals in need, right? At least you had better…
http://www.youtube.com/watch?v=nHlJODYBLKs&feature=player_embedded
Seems like the TV is not dead, and if you’re looking to make the next great viral video for your client, or you’re a client looking to make one, don’t forget that traditional media can still help, evidently, quite a bit.
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Well said Sid!
And as of this afternoon at 4pm Newfoundland time, the view count on YouTube is up to 6.4 million views!
Thanks man, it’s an awesome video =)
Many marketers have realized that the internet & social media work best as a part of an integrated marketing mix. One medium can push you to another. Unfortunately the viral reach seems to be the metric many gauge internet advertising success.
Smart: using TV to introduce yourself to folks who aren’t on the net a lot. (Those people still exist. Really. You can fold clothes while watching tv. You can’t fold clothes and click a mouse at the same time…easily.)Always look for ways to spread out…smart! Ellen’s show, with the feel good vibe and ‘dance in the aisle’ mentality is the perfect platform for an Ok Go video debut. Those who watch Ellen would probably take to Ok Go.
I love a smart decision! Clap! Clap!