#MakeBoringBrilliant: Subway Surprise

As a digital marketing consultant, I am regularly approached by publishers and advertisers with the same request:

“What is native advertising? How do we do branded content? How do you make a video go viral?”

I can never sum this up in a few sentences. But from now on, I will reply with these three words, “WATCH THIS VIDEO,” before I even begin to launch into best practices. And, please do (click on image below). It’s two minutes of your life and it’s worth every second.

#MakeBoringBrilliant Panhandler Prank

Why This Video Went VIRAL:

  • It’s relate-able to those who commute by subway
  • It provides a SURPRISE
  • It’s less than two and a half minutes
  • It’s FUNNY!

Why Advertisers Love NATIVE ADVERTISING:

  • Video Views (Over 100,000 as of this post and it was posted 5 days ago!) — it is hard to reach that with a purely branded video
  • Vitamin Water is integrated seamlessly into the content which is true to the College Humor brand
  • Vitamin Water-branded landing page on trusted College Humor web site provides authenticity

LandingPage

  • Video is also hosted on YouTube — reaching even more eyeballs and appearing in search results
  • The opening billboard contains both the College Humor and Vitamin Water logo, and the hashtag: #makeboringbrilliant which ties in organically with the content

CollegeHumor-branding

  • There is a post-roll video ad — which is super-effective, because it’s yet another funny video ad, but this one is completely Vitamin Water
      • Viewers HATE pre-roll, akin to “banner blindness, where users are frantically searching for the X button to end it NOW!
      • BUT it you have a post-roll video ad played at the end when viewers are already engaged, they’re more likely to absorb and remember a brand’s advertising message

I’ve admired Vitamin Water’s #MakeBoringBrilliant campaign underground and I love the online extensions. Content Marketers take note — this is an excellent example of native advertising.

Vitamin Water, you have made my DigiDay!

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