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September 18, 2006

ING Direct uses YouTube to target first time buyers

Recognising that younger consumers are spending much of their time connected to social networking sites like MySpace and YouTube seems to be behind the brave thinking at ING Direct in promoting is Orange Mortgage to younger, connected, first time buyers in the US.

The financial services company has seeded short and humorous video clips depicting the frustrating side of renting on YouTube. The clips link to a dedicated website called MoveOutMoveUp.com which features content, more video clips and games and effectively communicates that owning a home is more feasible than you may think. The use of these new media channels and marketing tactics is deftly aligned with the media tastes and lifestyle choices of this younger target audience.

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August 16, 2006

2 minute plus viral ads

There's a great viral clip by Smirnoff on YouTube called "Tea Partay". Beautifully produced for the medium, very clever and funny, and it runs for over 2 minutes. It's a fabulous branding piece.

But where is the response mechanism? Where's the integration?

What I couldn't believe is that when you go to teapartay.com it takes you to the smirnoff site with a "Join the teapartay coming soon" banner. Talk about a wasted opportunity.

It seems like the advertising agency, in this case Bartle Bogle Hegarty, worked in a vacuum, uploaded the clip to YouTube and crossed their fingers. They certainly produce fine ads, but seems like they don't know how to capitalise on the medium.

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