Typical jokes range from small spoofs to elaborate fake campaigns and, here at Vidyard, we’re especially interested in how brands are using fun videos to add some unexpected value. While there’s a fine line to tread between funny and a flop, here’s a few companies who did a great job with video this year: WestJet Converts to Metric Time Just a few months after they impressed everyone with their Christmas miracle video, WestJet reprises its role as a marketing master with their swap to metric time. Not only does the video encourage viewers to engage with the #WestJetMetric hashtag, but the company has a dedicated landing page on their site to announce the news, and travellers can use the promotion code LOL12 to, “save 20% on flights to Canadian, U.S., Mexico and Caribbean destinations (And that’s no joke)”. Frito-Lay Releases a Fragrance Another video trailblazer, known for their crowd sourced videos for the Doritos’ ‘Crash the Super Bowl’ contest, Frito-Lay used April Fools Day to announce their new fragrance, “Cheeteau”. This video certainly has the cheese factor, and the spoof Calvin Klein concept in combo with the live event is great marketing. Gotta Catch ’em all With Google Known for their video spoofs each year, Google didn’t disappoint with their Google Maps call for employees. They don’t want just anyone, though, they’re looking for Pokémon Masters. Jokes aside, the video’s call to action encourages viewers to check out the company’s current job board. Embrace the Video Trend Each of these brands are no stranger to using video in their marketing mix, and what’s notable here is the trend of using video on special occasions or milestone days. WestJet’s annual April Fools announcement is a great tradition and something your brand could start doing too.
On April first you can be sure that marketers want to be in on the prankvertising action, and this year is no exception.
Typical jokes range from small spoofs to elaborate fake campaigns and, here at Vidyard, we’re especially interested in how brands are using fun videos to add some unexpected value.
While there’s a fine line to tread between funny and a flop, here’s a few companies who did a great job with video this year:
WestJet Converts to Metric Time
Just a few months after they impressed everyone with their Christmas miracle video, WestJet reprises its role as a marketing master with their swap to metric time. In this latest release, Richard Bartrem, the brand’s VP of Communications recognizes that, as a proudly Canadian company, they seem to be missing a real Canadian component: the metric system.
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This video was one of the best because of it’s tie-in with a flight promotion. Not only does the video encourage viewers to engage with the #WestJetMetric hashtag, but the company has a dedicated landing page on their site to announce the news, and travellers can use the promotion code LOL12 to, “save 20% on flights to Canadian, U.S., Mexico and Caribbean destinations (And that’s no joke)”.
Needless to say, there was some planning that went into this integrated video campaign, and it’s more than funny – it’s impressive. Known to make big announcements on April first, in 2012, WestJet introduced their new “Kargo Kids” program, a new way…
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