5 Ways to Use Video in Real Time
#1 Plan for Real Time
How Mercedes Benz did it The Campaign:
• X Factor’s TV audience influenced TV creative in real time via a social platform
• Social video winner went live alongside TV version
The Result:• #YouDrive trended organically on Twitter• 40% increase visitors to Mercedes’ site• 82% of business leads came from new prospects• Mercedes lowered the age of its prospects
The Lessons:• Brands need a distributed strategy, reaching out
with relevant content where prospects are already spending their time
• Young adults spent 5 minutes interacting with the content because it followed the principles of long-form entertainment, providing plot, character and conflict
• Engagement works as a discernible mechanism to directly drive sales
#2 Budget for Real Time
Day 2: The Viral Peak
Did You know?
Sharing trends: 200 most shared branded videos of 2012
Source: Unruly Viral Video Chart
• 10% of the shares occur on day 2• 25% of shares occur in the first 3 days• 50% of shares occur in the first 3 weeks
#3 Create Content in Real Time
Are You Using Vine?
#4 Optimize in Real Time
How Nissan juke did it
#5 Identify Trends in Real Time
Are you tooled up?
Go Long for Real Time Success
“Brands often don’t realize how much viable content exists in their organizations and how, with a little, ingenuity, it can be repurposed, reformatted, recut or recombined to incredible effect with minimal budget outlay.”
“Too often in the rush to real time, you forget the strategic reasons your brand implemented a digital strategy in the first place.”
Thanks for listening,
www.unrulymedia.comwww.unrulymedia.com/insight
Winner Best Content
Distribution Service
Winner Digital Innovator of the
Year
Winner 2012 Digital Innovation
Award
Devra PrywesMarketing Director,
Americas [email protected]