14 June 2009

Ted Can't Stand Alone

Perhaps one of my favourite campaigns so far this year is Tooheys Extra Dry's Six Beers of Separation. You couldn't really call it a social media campaign, but they did the standard, "Let's put it up on YouTube and MySpace".

I really really dug this campaign. I almost applied to myself because I thought it was such a great idea, however what really surprised me was the quality of the execution. There's almost a few hours of content up online, and I loved every second of it.

But the problem is, with the exception of the trailer, the most viewed video on the YouTube channel has just over 1,000 views. It's not much, and I'm sure the client will not be happy with this result. I'm almost annoyed that such quality content hasn't gotten the attention it deserves, even with all the print and outdoor ads I've seen around Melbourne.

Luckily, this once off broadcast will also be playing on pay television in Australia, which will hopefully satisfy the marketers are Tooheys. But is this is just another example of how social media is unable to stand on its feet by itself? I'd suggest that at least at the moment, social media needs to be integrated with the rest of your strategy if you want traditional type results.

19 comments:

  1. ...."if you want traditional type results."....

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  2. @ Stan ;]

    Numbers instead of influencers.

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  3. 6 Beers of Separation star Meaghan Blake's
    band The Kandy Apples launch their debut EP,

    Sat 20th June @ Civic Underground
    (cnr pitt & goulburn st)
    w/Decorated Generals + Yum cha Blues + Nikki Nouveau
    7:30pm/$10

    check out
    http://www.facebook.com/event.php?eid=100575243352

    ReplyDelete
  4. @ Leyne

    That is exactly how you don't do social media monitoring and response. Please stop spamming bloggers.

    Kindly go fuck yourself.

    ReplyDelete
  5. Hi Zac,

    I've been following this one with interest too.

    One caveat on the 1000 YouTube views is that the ATL advertising has been pushing viewers to the sixbeers website, where the videos can also be viewed. I'd love to know how that's gone. (Mind you, a quick check of Alexa suggests not very well...)

    Cheers,

    Tim - Mumbrella

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  6. Watched a preview episode on Fox last weekend. Really very watchable - the "characters" are interesting and they are charged with compelling reality-type challenges that not only are uber cool (hello, designing a skateboard for Bam? Even as a 30 something female, I was impressed) but also mean something to them personally. Even so - regardless of how much I like it, unless I go buy some Tooheys Extra Dry - has it worked?

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  7. Dude, telling the girl to 'go fuck herself'. Have a little respect, would you say that to her face, I dont think so.

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  8. @ Tim

    Yeah, I think perhaps they should have embed the YouTube videos onto the main site to have it all under one platform?

    @ lyndellnm

    I suppose that is probably the most important measure but for me personally Tooheys has worked itself into a brand I'd consider buying simply because of this campaign.

    @ Julian Cole

    Jules, if me and some mates were sitting around chatting and someone walked up and started promoting something completely irrelevant of course I would tell them to go fuck themselves.

    I'm not sure if you can call her a "her" because it's quite possibly an empty profile and we both know "she" isn't likely to check back here, is she?

    A little respect would have to run two ways and that impersonal approach sees only the same in return on the Internet, especially on my blog.

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  9. I agree that this campaign is great when it comes the effort they have put in with the concept, content and follow through....

    However, i think you're completely correct when it comes to the low volume of views the online content has recieved.

    This is exactly what you don't want to happen if you're an agency as this kind of poor response could be enough to put your client off big projects like this in the future.

    A potential option could have been to run 30 or 60 second mini episodes on FTA (TV) in place of the TVC's they were running to get people interested and involved in the episodes as opposed to just the introductory TVC which was re-played over and over...

    It just shows that for some campaigns you still need TV to drive reach.

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  10. Zac Martin is the only Grumpy Old Man (at the age of 19) that I know! I love it!

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  11. sta-an!! zac's calling me stan already... make him stop!!!

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  12. interesting campaign. for me the TVCs are terribly boring and don't compel me to go and view it.

    and i work in the media and have a curiosity around it.

    imagine joe/joanne public ... could probably argue they haven't been compelled to view this.

    concept feels interesting (a bit race around the world like in some ways) and generally interesting things should be supported/encouraged ... but wonder if it'll pull the same results as tongue and harvested did in terms of sales uplift. (to be honest I'm not sure how either did)

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  13. Sorry Lauren. It would appear the role of Stan has now been taken over by Mr Julian Cole. Well said Jules.

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  14. I still maintain that I don't owe what is essentially a robot any kind of respect. :]

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  15. 6 Beers of Separation star Meaghan Blake's
    band The Kandy Apples launch their debut EP,

    Sat 20th June @ Civic Underground
    (cnr pitt & goulburn st)
    w/Decorated Generals + Yum cha Blues + Nikki Nouveau
    7:30pm/$10

    check out
    http://www.facebook.com/event.php?eid=100575243352

    ReplyDelete
  16. Zac, this is your robot speaking... please respect me.

    ReplyDelete
  17. P.S Is Stan single? He sounds saucy...

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  18. Oh I don't know, he can be quite grumpy... so I've heard. =P

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