Three strokes to increase advertising

All digital http://www.aliyun.com/zixun/aggregation/38848.html "> marketers want their ads to be entertaining. Of course, they have a better right to inject interesting stories and ideas into ads than others. But most media planners secretly hope that brand owners do not always repeat the old storyline. They want to tell a story in an ad that involves both the product itself and the different features associated with the product.

More and more, the development of entertainment online advertising is no longer just advertising agency preferences, but a necessary input. The few brands currently taking this approach are setting a good example and are developing a standard that will be applied to other brands.

From a series of branded web videos to branded Facebook pages, marketers can take a variety of approaches to this end. Next, we'll talk about the last three ways to impress viewers:

1, so that video ads with the nature of viral marketing, and then through the YouTube video channel release

We can refer to the virus video activity of Old Spice of male care products. The brand has openly solicited users ' questions about their products, and users can comment on their old Spice guy images through social networking sites, and the brand has tailored personalized videos to respond to them, so that all users can see them. Mineral water brand Evian also uses YouTube to launch its own-brand entertainment ads: an exclusive video on skating babies. The video eventually entered the Guinness Book of World Records with more than 45 million of the world's browsing volume.

The perfect technology, combined with its wide coverage, makes YouTube the ideal channel for brands to promote entertainment advertising and viral marketing to consumers. There is no doubt that these ads are made to entertain consumers, but at the same time they have more functions to infiltrate our culture in a lovely and enduring way.

2. Create a micro-site with viral marketing effects

When digital marketers want to tell stories, they tend to choose to use micro-sites first. This is the most flexible way to advertise, although this way does not like YouTube as the built-in virus mechanism, but also can be used in a variety of ways to share online, to achieve a similar effect of viral marketing.

With its clean and brightly-coloured products, Wrigley's orbit chewing gum brand has been advertised on several micro sites, each of which has advertised the different features of the product in an entertaining manner. One of the most memorable is the "Friends of the Light" website, which describes the product's characteristics in a near-cult manner, "not a life goal, but a lifestyle". The site provides consumers with a variety of entertainment options, including entertainment videos for products, downloads of mobile apps, and creating personalized "membership cards"-indicating that the user supports the product and brand. This comprehensive campaign is an interesting and unexpected way to advertise the product.

3, use can be converted into a separate video banner ads

This approach may not be the smartest option due to the size limit, but the banner ad works well when it comes to supporting some incredibly entertaining content. The extent to which advertising content occupies the content page of the site is not the most important, it is the most important, it tells a very interactive story at the same time, but also to some extent, highlighting the brand or the main features of the product. New Zealand's Internet and broadband provider Orcon (also known for its Participatory marketing campaign) has recently launched a banner ad that tells four different video stories, all of which convey the message of the brand "free to change like your company."

Users can click to see what happens to different office environments. For example, if a company hires a receptionist, or the company succeeds in getting a big project, etc. The banner ad is as interesting as a TV ad, as if it were watching an online impromptu theater, but it is more interactive and memorable. Better still, the company has placed the ad on its website in a suitable product area, maximizing its use of the ad for publicity. This is a very useful way to work, no matter what kind of advertising you plan to use for entertainment.

(Original: August 19, 2010, compiled: Zeng Cui)