Everyone I talk with loves these commercials by e*trade mobile pro.
Why do we love them so? I will take a shot with my behavioral sciences and marketing background and hopefully we can apply to our viral marketing campaigns.
- The choice of baby as an endearing messenger. The baby and the animation applied are perfect. The tone of the voice is not quite adult and not a young child. Even when the baby tactfully addresses a mild adult theme, you are not offended.
- The angle of the camera view is key. The baby is talking to you and I by staring directly at the computer screen. Makes you and I tune-in.
- Speaks the language of target audience. Can I “hit you back” with my “blackberry?”
- The “art of the fart.” Did you see and hear the creative use of embarrassing moments that you can’t help and laugh. From farting to vomiting, the sweet baby adds a whole new dimension to this funny moment.
- The time consistency. Did you notice both advertisements are 32 seconds in duration? As viewers, we develop a consistent pace in our viewing.
What did you pick-up?
What can you learn in preparing your next viral video campaign?
The online videos are getting so creative these days that the viewer doesn’t even view them as commercials. If video marketers can make videos helpful or entertaining then they can drop the defense level of viewers and promote their products and service beneath the radar. Even if you want to take a more direct approach, sites like Adwido make it easy for video marketers to get their videos out there.
Michelle, you are right about making videos so they drop the defensive level of viewers feeling like they are being pressured to buy.
In fact, people who would admit to being shy and not using any real expensive editing software are having great results because I believe it shows their real personality.
Thanks for contributing to this post.