I want to start this article off by asking you, reader, a question:
How many social media apps, websites, emails, text messages, and searches do you use, receive, or make on a given day?
You’re likely still counting, on your fingers and toes. And you’re not alone.
As a marketer, you’re more aware of this targeted outreach than the average consumer, but that doesn’t mean you’re immune to clever headlines, intriguing Snapchat posts, or the all-too-frequent social media app usage.
And then there’s video content, an immersive media format that more and more businesses are using across channels, splicing and dicing to mold to the behavior of a platform’s user base.
According to the Cisco Visual Networking Index, consumer video traffic is projected to represent 79 percent of all online traffic by 2018. More, marketing tech company Unruly found that 42 percent of all video shares take place within the first 3 days of an asset being live online.
When it comes to marketing, you need to be thinking about video. And when you start thinking about video, you need to set forth a plan on how to get the most out of what you produce and publish. Today, integrated video marketing can help spread your business’ dollar far across the net, so long as you understand where you want your media to go exactly.
This blog will present two exciting examples of integrated video marketing, both part of McDonald’s brand refresh in the past few months. You’ll see how the world’s most recognizable burger chain is relying on video, and an array of distribution channels, to get people excited about their products again. Read on for more.
McDonald’s Wants You to ‘Choose Lovin’
By now we all know McDonald’s is struggling to maintain (maybe even regain) its swagger as the top burger chain in the world. I recently wrote about how the company lacks basic storytelling capabilities, only to be completely shown up with its two latest campaigns under new executive leadership.
In early 2015, the company launched its new “Choose Lovin” campaign on Snapchat as a 15-second animated sponsored ad. The Snap showed popular enemies—like Dorothy and the Wicked Witch of the West—putting aside their difference for love. Or, better yet, some greasy French fries.
As of late, critics have been slamming Snapchat for charging $750,000 per sponsored ad, but in Mcdonald’s case, using this channel to jumpstart a brand refresh hardly seems foolish, especially since the campaign generated tons of chatter across major media hubs.
McDonald’s use of Snapchat gave it access to an increasingly hard to reach demographic: Millennials. Data often suggests that these buyers forgo popular fast-food options for healthier choices, but as a Millennial, I know that’s not the complete story.
More, McDonald’s then launched a longer version of the Snap for national television called “Archenemies.” Today, the commercial boasts more than 3.5 million views on YouTube.
What’s the integrated video marketing lesson here? Today, major brands are automatically turning to TV to launch important campaigns. Growing platforms like Snapchat can often be the perfect way to re-introduce a company to a new customer base, and launch a bigger campaign in the process. As a game-changing marketer, are you looking at every channel as a potential launching pad for your next big idea?
Did McDonald’s Send a Sign to Consumers, Marketers?
I’m not one to get emotional from TV commercials—OK, I absolutely am, but only when they’re really good. McDonald’s latest ‘Signs’ clip showcases the importance of the role the franchise plays in local communities around the United States. In times of crisis and joy, McDonald’s provides us with needed comfort to persevere. (Or, that’s what the clip suggests.)
But what stands out most about this effort is the company’s supporting Tumblr presence, which offers readers and viewers additional information on the signs portrayed in the brand’s latest commercial.
McDonald’s Tumblr features written and video stories about local franchise owners who use their signs as a way to connect with their customers and community members. For a corporation struggling to reach the American people, signs can be a way to humanize a brand and message to appeal to the average consumer.
What’s the integrated video marketing lesson here? More and more, businesses are looking beyond TV and a single video clip to reach and engage customers. By creating an entire social content destination for fans of the Signs commercial, McDonald’s was able to use initial TV coverage to drive an audience to an entertainment hub it owned and operated. The company then took it one step further by allowing small-town owners to tell the story of the business, not the Madison Avenue elite. And we know that customers can often be the narrators who turn a story from good to great.
Integrated Video Marketing Trends for 2015
In both of these examples, McDonald’s used its massive reach to acquire an audience and drive it to an established content hub. Also in both cases, video was the catalyst for engagement.
While you might not have a budget or brand recognition like McDonald’s, you certainly can see how powerful a campaign can become when it tells the right story across channels. For your next video campaign, think about what channels you’ll use to create an immersive experience for every audience segment you’re trying to reach. One channel is no longer enough; you’ll have think integrated marketing if you want to establish meaningful relationships with your new and existing customers.