Published on February 23rd, 2012 | by charliesaidthat0
How even the coolest campaigns fail by forgetting basic social media housekeeping
I literally just stumbled across Coca-Cola & Mark Ronson’s “Move to the Beat” campaign.
It’s genuinely quite cool and love the effort that has gone into the creation of the track. Especially the collecting samples from Olympic medallists. I can’t help but feel that with a tiny bit more effort the final execution could be tighter.
Watch the video here:
It seems to me that the agency that managed the final execution haven’t learnt from the youtube greats who link videos together with annotations after the video. This is especially easy, only needing to append 2/3 seconds of picture (or if you are feeling adventurous video) after each video. This allows all campaign videos to be tied together and to give a better call to action.
Using annotations to look like a Google ad throughout the ad from the start means I instantly minimise it and forget about it. So why not think about letting pop up as the video finishes? It makes so much more sense than impeding this great content you’ve created.
The Facebook call to action at the end of the video could have the URL and a link from an annotation to ensure click-throughs, I mean… the video description doesn’t include a link to Facebook?
In all fairness, the annotation link highlighted above does point to this rather nice campaign landing page on Facebook, it just makes more sense to me to link to this hub after the video and in the description rather than during it.
It’s just small details like this that I feel would improve engagement, improve conversions and make your campaigns more connected.
That said, perhaps the agency have tried and tested and found this to be the optimal way to get click throughs? I would love to hear from them about this – because as a user I actually found it hard to get to the video I wanted to.
> Here is the making of video that I really wanted to find and personally think brings the whole campaign together.
So after all the effort of recording Olympic athletes and producing this song, I wonder what more could have been done to make this video content more engaging. It would only take a couple of hours planning/implementation (at most) to make this really AWESOME by inviting users to click through all the content available.
I mean sure, Cola Cola are big enough that people will go away and find the info they want, if they REALLY want to…
Why not just make it simple for the user to get to the next touchpoint and engage for longer?