Posted by: David Kiley on November 13, 2006
Buick put a grainy short video up on www.Youtube.com that appeared to be shot by a bystander at a commercial shoot. Buick outed itself and said that, in fact, GM and its agency, McCann-Erickson, had shot it and put it up on the site.
I could tell. It was pretty pointless. About 30 seconds of very hard-to-hear chatter, Tiger (kneeslap) having his lines being stepped on by a passing plane, and a few partial views of the Enclave crossover SUV. Yawn. Zzzzzzzzzzz. Still, the Detroit News and a few blogs picked it up. I, in fact, went to see it after reading about on www.autoblog.com.
Youtube is a fascinating medium. The nice thing about it is that it is so easily searchable. It doesnt matter that there is a lot of flotsam up there. There is a lot of flotsam on the Net too. I don’t see most of it, though, because when I go to google search, I’m looking for something specific. But this Buick video is definitely flotsam.
Okay…time for ideas. 1. Shoot a one minute video, at least, of Tiger actually saying or doing something amusing. 2. Show him doing or saying something amusing with the car so you can show off some of the selling points. 3. Put up a video of one of Tiger’s golf-course sessions in which he cracks jokes and shows off his antics with a golf club and ball in front of an audience. 4. Give Tiger a Treo at a tournament during practice days and see what he comes up with. 5. Have Tiger throw a hissy fit with a waiter about his Spring water not being cold enough or someone not bringing him the right golfball. And that’s what I thought of just while I’m sitting here in two minutes.
Youtube is the new Google for searching video on a subject. If I’m going to go to the trouble, make it worth my time. Without the constraints and sensors of the networks, I expect videos on Youtube about the brands I am interested in to be compelling and engaging. How can you take the top athlete in the world and put me to sleep for thirty seconds???????? Jeesh.