Creative Brands Engaging YouTubers this Christmas
When campaigns harness the power of YouTube in conjunction with other media and social platforms we see some really creative results. Let’s take a look at a couple of our favourite examples:
Heineken - #MYSUNRISE
Heineken have recently kicked off a responsible drinking campaign centered around the idea that 'Sunrise belongs to moderate drinkers.' The goal is to make responsible drinking aspirational (see video above). Outlasting all his drunken friends on a night out, the hero ends his night by sharing a sunrise with star DJ Audrey Napoleon.
Developed by AKQA, the campaign was launched across four cities (London, Ho Chi Minh, Rio de Janiero and San Francisco) through a teaser campaign. Sofas featuring the hashtag #mysunrise were strategically placed in locations that offered the best sunrise view. Consumers were encouraged to post photos of their best sunrise moments, tagging them #mysunrise and then submitting them to the Heineken Facebook page. Each week the best sunrise images are retweeted by Heineken to their followers.
Hyundai Holidays
Over the past year Hyundai has been active in using musicians, particularly on Youtube, as the linchpin for several of their campaigns. Last Christmas they enlisted Youtube indie-rock stars Pomplamoose in a series of TV spots. In November they launched their RE:GENERATION music project to promote the new 3-door coupe, the Veloster. The project is a unique documentary film that follows five modern DJs who, through the use of technology, are changing the way the world creates and experiences music. The end result of the project was five new electronic music tracks influenced by genres across the musical spectrum.
As part of this season’s Hyundai Holidays campaign they’ve tweaked their previous activity in a way that’s appealing to both the TV and Youtube audience. Hyundai (and their in-house agency Innocean) have enlisted the creators behind two of our favorite pieces of user generated content from 2011. Have you seen the touching father-daughter cover of Edward Sharpe & The Magnetic Zeros - “Home”? What about the awesome Whole Food Parking Lot song from Fog & Smog? If not check out them out. Hyundai has enlisted the creators of both viral hits as part of a series of holiday spots (see above or here). While using Youtube stars as the subject of TV spots is nothing new, they’re also giving users a forum to showcase their talents or express their wishes for the holidays. The end of each commercial features a call to action encouraging users to upload a video to the Hyundai Youtube channel where they feature top submissions as well as the umbrella for all of Hyundai’s activity across Youtube, Facebook & Twitter.