MediaThatsEmerging

Watching the world of media evolve

Archive for the category “YouTube”

#WantanR8 – Audi’s Integrated Social Campaign

I was fortunate enough to research Audi’s most recent Social Media campaign called #WantanR8 through my latest assignment at WVU.    While Audi’s entire Social Media presence is impressive, this campaign was especially special.  For those of you who aren’t car buffs, which I’m certainly not, the R8 is sort of a supercar.  Only several hundreds are made each year and are incredibly expensive to buy.  There’s absolutely nothing practically about them, but they are incredible automobiles.

Anyway, Audi created a campaign that would give away an Audi R8 (for the weekend) to a person who tweeted why they deserved a R8 and what they would do with it.   So you’re probably asking why this is worth mentioning? Well after I explain it, hopefully you’ll see it as a completely innovative and integrated social media campaign.

First, Audi created a separate tab for the campaign on their Facebook page.  Then they built a Twitter functionality within that Facebook page that allowed users to post their tweets.  The functionality had the built in hashtag in the tweet so user error wasn’t an issue.  The German automaker also created videos through YouTube that showed previous winners with the R8 and their experience with the car.  This certainly helps users envision themselves winning the R8 and gets them excited to post to Twitter.

After researching the campaign I was so impressed at the integrated approach the company took.   You could find the campaign through YouTube, Facebook and Twitter.  Not too many individuals will purchase an R8 from the campaign but it certainly will help build brand awareness around Audi.

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Video Ad Growth Finally Taking Off

There were points where I doubted Google in their purchase of YouTube.  They paid an astronomical $1.65 Billion for YouTube and was really struggling to monetize the site.  Well fast forward to 2012 and video ad growth has finally began to grow.  In the chart to the left, you can see the 97% growth in video growth in the 3rd quarter of 2011.  Not only did total video views grow but video ad views as well.

I think the reason for the growth in video over the past few quarters is tied to 2 things.  The first is the technology and speed of the Internet is so much better than it once was.  Most personal computers and mobile devices can handle showing the videos.  Plus with the introduction of the 3G network, video consumption is no longer a hassle for users.

The second reason I see responsible for the growth of video is the exceptional content that is now available.  Years ago the big networks like ABC, Fox, CBS and NBC simply didn’t want to make their content available online because they thought their ratings would slip.  While that still could happen,  these networks did figure out that showing their content could also provide a channel to promote other shows or develop another channel for revenue like Hulu and HuluPlus.

I imagine video views and video ad views will continue to grow over the next few years due to evolving technology and networks.  The 4G LTE network is just about rolled out for the big carriers and it’s only a matter of time before the popular mobile devices like the iPads and iPhones connect to the speedy 4G network.  This will have users watching more and more video.

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