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After my post a year ago on 12 historical Social Media Marketing moments, I thought I would follow it up with historical moments of Youtube.

1. LonelyGirl15 and Heshey’s (June 2006)

In the Lonelygirl15 episode "Truckstop Reunion" the first branded integration on Youtube happened, it featured the characters eating and displaying Hershey's Icebreaker's Sours Gum.

2. Introduce Brand Channels (August 2006)
Companies were given the opportunity to create their own programming. One of the most renowned branded Youtube accounts BlendTec is actually not a branded channel, proving that a sponsored channel is not always needed. Blendtec was set up as just a normal account. Recently Ford Fiesta and Blendtec teamed up to create the monster which is an ad within an ad.


3. Youtube acquired by Google (October 2006)
Google Inc. announces that it had acquired YouTube for US$1.65 billion in Google stock. Advertisers get excited that Google will be able to put a good advertising back end into Youtube.

4. Dove Evolution Video launched (October 2006)


5. Youtube creates the Partners Program (May 2007)
Youtube starts paying their best content creators. A number of top 100 most subscribed now get paid a percentage of the earnings of money made from advertising sold next to their content.

This week they have come out and announced special Partnerships for content creators that go viral, so the JK wedding dance video would now theoretically make money for the newly married.

6. Burger King sponsor the Youtube only ‘Seth MacFarlane's Cavalcade of Cartoon Comedy’ (August 2008)
It becomes the third most successful b randed channel on Youtube



7. Fred cracks a million subscribers (April 2009)
"Fred" has been sponsored since its inception by the Zipit Wireless Messenger (Z2). He has generated in excess of $100,000 from ad revenue and sponsorship.

8. Youtube puts a halt to third party ads (May 2009)
YouTube put a halt to brand placement advertising in YouTube videos, as they were advertisements that didn’t bring YouTube any revenue. Any partner who was found to do brand placement would lose their contract. This puts an end to Vloggers dealing directly with brands. Example of Vlogger direct deal - starring Lisa Nova


9. Ugly Carl Jnr Burger Deal (June 2009)
Google brokered a deal with Carls Jnr Burger where they would get more than 10 of the top 50 subscribed vloggers to create videos about how they eat their burger. It was a cluttered mess, which made most people resent the stars and Carls Jnr.


10. Still waiting…
I’ve been waiting three years for a proper advertising model which doesn’t require a minimum media spend of $20,000! Take a note from Facebook’s Advertising Model. Get your shit together.

Is there any moments I have missed?

image via memememolly
MemeMolly is a great example of a Vlogger/content producer who is commercializing her audience equity on Youtube. She is the 4th most subscribed Canadian on Youtube. Here are two examples of her commercial nouse.

She recorded this music video clip for artist Ali Slaight, she helped to bring 40,000 new listeners to her music.


On MemeMolly homepage she has also given up her prime video position to the MyDamnChannel, a commercial channel sponsored by Southern Comfort.


On a side note; this is a few of the better channels that I am subscribed to on Youtube (full listing here).

Entertainment
Frezned (AUS)
Community Channel (AUS)
Dominic Donovan
MemeMolly
Wallstrip

Music
Modular Records (AUS)
DJ Flagrant (AUS)
Bob Burnham

Advertising/Social Media
B&T Mag (AUS)
MarketingMag
Yerom
Social Media Blog
Ayeletknoff

Gruen Transfer blogger Michael Lanyon has just started playing around with animated blog posts which is something new. He has a great kick off post on Marketing downloadable content.

What happened to the Creative Agency people in Australia?

Oh, they are on Youtube.

This is an award recognising the best ‘copy/paste’ direct from Youtube efforts done by Australian Advertising Agencies.

There is nothing wrong with getting inspiration for an idea but directly ripping off an idea and not giving credit where it is due is another thing. So join with me and celebrate these great efforts and feel free to share other great examples.

3rd theBrandshop
With the disqualification of Droga5 brings theBrandshop up into 3rd place with their work for Cruios SkipHarder.

Original


and for the Extreme Skipping
http://www.youtube.com/watch?v=qraRYVirG2U

theBrandshops effort


2nd Clemenger BBDO

Selling Noodles was always going to be a tough sell. However Creative Director for Clems have stated ‘Rather than going after the mums like some of our competitors, our strategy was to target the user themselves."

When the target market found out that they were ripping off a Youtube clip, they were no where to be found?!?!

Clememnger BBDO effort
Pimp My Kettle Episode 1


Original


And congratulations to
1st George Patts Y&R

Patts convinced everyone including the Cannes judges about being original thought leaders. George Patts Y&R stated to the Inspiration Room ‘It is the fruit of many peoples hard work and conviction.’

I can understand the hard work, there are millions of clips on Youtube it is hard work having to watch all of them.

Patts effort


Original



George Patts, theBrandshop and Clems this is an open forum, please feel free to prove me wrong you have the right of reply on this one.

Edit: I originally had Droga5 and Ric Cantor up here for his efforts on VB Gold. Matt pointed out that Ric Cantor was actually the writer on the original Manstrokewoman piece so it would probably be better as collaboration rather than a direct Copy/Paste. I totally agree and am officially disqualifying them from the awards. Thanks, Matt and if anyone knows any backstory on the other cases please include. Check out the interesting conversation going on in the Youtube comments section.



In other news anyone who was wondering where the Top 50 list is, it is actually going to be coming out October 1.

3 months on from Youtube announcing Video Annotations and here is 3 examples of companies using Video Annotations. Think of it as your own Adspace Pioneers Blog Annotation, you can choose between 3 examples of video annotations.

1. Follow Your Instinct Samsung
You may want to put your young urban male sunglasses on to enjoy this one.


2. Italian Washing Powder 'Pril 7'
Anyone know Italian?


3. Find Kitty
This last one is a lil cop out, it is more SMP films showing how they could use this technology for your business. You have to find the their cat Sparta. Good luck.


Does anyone know any other examples of brands using Video Annotations?

I have decided to try my hand at video blogging. I am planning to keep the episodes bite size at under 2 minutes and they will act to complement my written post that I currently write. Positive and negative feedback would be greatly appreciated.

Introduction to Adspace Pioneers Vlog


Batman vs. Captain Planet (Social Objects as Relationship Builders)

-Check out Episode 70 on Marketing Today Podcast where I talk in detail about Public Assembly with Peter Wagstaff and Cori Hodge.
-Here is Linda and Ceri's site Public Assembly

CUB is now at a loss of nearly $1.5 million dollars, as the Australian Advertising Bureau have stopped CUB from going ahead with their latest VB TVC. The TVC was deemed to promote binge drinking. In one of the biggest leaks of 2008, I have found a website showing the TVC. Check out the video here to make up your mind.

In related news Diginative has written a cracking post on Youtube viral success. One of the best article that I have read this year. He suggests that advertisers should look at novel approaches to the Youtube platform rather than trying to crack novel content. I hadn't thought about it like that but now it makes so much sense. It also explains the leak above.

As my dad said 'You could not pay for this sort of PR'

Great Article by Katie Cincotta

I am up in Naked's Sydney office for the week. They have a really cool office space. Here is a video tour of the office.

Consumer Generated Content - Axis of Awesome : Howard vs. Rudd, by mWboo6

Online is my future; I have invested a year studying the phenomena with my thesis on Online Social Networks and am going into a full time job working in it.

Therefore I have decided that my vote in the up coming Australian election will be based solely on the party that is best able to communicate with the Australian public online.

However I will not be passing judgement, I am leaving the choice up to the readers of Adspace-Pioneers. I will ask readers to vote for which party they believe joins the conversation, has the best grass roots online community and gives the best back to basic information needed to make the decision. As I am going away the decision will be made on November 11th.

The following are definitions of the three items that I want people to vote on and the information that they need to pass judgement on;

Joining the Conversation – Which party is best at joining the conversation, social media is giving politicians the chance to have a conversation with

Labor
Kevin Rudd’s Facebook Page

Australian Labor Youtube Channel

Kevin Rudd’s Myspace Page

Liberal
John Howards Facebook Page


John Howard 2007 Youtube Channel



Greens

Bob Brown’s Facebook Page

Senator Bob Brown Youtube Channel


Democrats
Lyn Allison Facebook Page

Lyn Allison Youtube Channel


Grass Roots Online Community – What party has got the best online community working for them, which groups has the most active facebook groups, bloggers, causing the most noise.

Labor

Facebook Group – I want to be Kevin Rudd’s friend too


Prominent Blogger
Polemica
Connect Through Values
Politc0
John Quiggin
Anonymous Lefty
Newz4world
Bolt Watch
Possum Comitatus
Fair news

Liberal
Facebook Group – Kevin Rudd Will Ruin Australia

Prominent Blogger
Auspundits
Andrew Norton
Oz Conservative
Catallaxy Files
Tim Blair

Greens
Facebook Group – Bob Brown for PM

Prominent Blogger
Greens Blog


Back to basic Information – What party gives the individual the information that they need, to make an informed decisions.

Labor
Home Site-
Kevin 07

Liberal
Home Site

Greens
Home Site


Democrats
Home Site

Please put your votes for the four categories in the comments below

At least in one conversation a day I will hear some reference to Summer Heights High. The ABC show has reached tipping point. SHH is a comedy mockumentary about two students (Jonah Takalua and Ja’mie King) and a drama teacher (Mr. G) at a Public School in Melbourne.

The show is a run away success but there are a number of other interesting phenomena happening around the show. The support online for the show is phenomenal. I think this is so important for television shows because people can immerse themselves to a deeper level and interact with the content at different times. For instance I had some friends over for dinner last night and we went on youtube and watched the Jonah Montage from last episode.

The following is a documentation of the support from Social Media for the television show.

1. Vodcast
They have decided to release it on vodcast. It is now the highest rating Podcast in Australia after only 2 episodes. Following the success of the ABC’s The Chaser War on Everything and Media Watch vodcasts.

2. Online Social Networks
They have also set up Myspace Pages for the characters. The reason the Myspace page works so well is the constant information stream, people have something new to say every week after the episodes are released. Ja’mie King currently has 24,000 plus friends.

There are a number of facebook groups in their name two of the most popular

Summer Heights High Appreciation Society
500 members

Fans of Jonah Takalua and Polynesian Pathways
820 members

Youtube

They have also released video montages of the specific characters, my favourite being Jonah has had 150,000 hits for his first play and 23,000 for his second.

Homesite
They home site leaves a lot to the imagination with a dress up game which is an email to a friend. Would of worked better if it was an application on Facebook which people could send to friends.

I haven’t finished with this beast called Summer Heights High in future weeks I will be posting on SHH and;

Word of Mouth/ Social Currency

Consumer Insights

New audience for the ABC

Clearly this is great they have made the action just off the product on the people but have been able to intergrate the Elle Mac line in through having the girls dressed in the clothes. You dont need to give men many reason to look at the Elle Mac new line but if the girls are blowing bubbles out their mouth, well that makes for rivoting watching. Great complement and itergration into Online Social Networks with all the girls having Myspace profiles.

This is the sequel to the Gold Cannes Viral Winning Tea Partay. It is a great laugh but I struggle to see how this won a Gold Cannes.

Sure it is very funny, but what is it communicating about the product. To me the people who are drinking it are the people who are being laughed at. To the target market it communicates 'If i drink this, I will just be like one of those idiots from the video.'

However it has once again generated alot of hype being one of the most viewed clips on Youtube.



And the original

This is a nice steal of a e-cultural icon (yeah i just made that word up) of the youtube skin. Spansish Blood Band have done really well with attaching their message to an item that is looked at several times a day by me and now for at least the next couple of days I will think of the Spanish Give Blood Ad.

Click here to see that Ad

So the iPhone has just been released in the US. Since following trends I haven't seen this much hype for one product. Apple must be laughing all the way to the bank with this amount of online publicity. However looking at the videos the most blogged about video is of a gentleman dropping his new iPhone and then picking it up and it still working. This has been blogged about over 60 blogs and viewed more than 200,000 times.

In the most blogged about videos, iPhone related videos accounts for 6 of the top 20 blogged videos.

These are the most blogged about iPhone videos of now.

Shawn drops iPhone in Houston


Conan iPhone Commercial


My iPhone Diary


A closer look at the iPhone


iPhone smash


iPhone scratch test

I got passed this ad from a friend. So I am guessing this definitely had gone viral because this product category is quite irrelevant to me. However it is a really great way to show how to make an effective advertised viral.

You cannot make ads like they were on television, it is much easier for a person to turn offon youtube, they just change to 1 of 1,000 other channels. The advertised message should be intertwined into the video. You have to make sure that you hook the audience before giving them the message.

Set the story up (hook) ---- give the message --- knock em down with the ending and make it viral.



The Haggar ads are great example of how to use this formula, they have set the scene up with what they are going to do and then they give you the information about the product and then you get the reward for watching. In the example of the dog poo they tell you what they are going to do, tell you about the reliability of the pants and then hit you with the entertaining ending.

If they had put it at the end the viewer will just switch off. Putting it at the start people will get bored and not want to watch. Slicing it in the middle people are committed to the story.

The effective was to go viral is simple;
Set the story up (hook) ---- give the message --- knock em down with the ending and make it viral.

Here are some other Haggar Ads