Advertising on YouTube. It may seem like little more than traditional TV marketing for the digital age. However, innovative means of branding may surprise you. At least, if Mercedes Benz and Adidas are any indication.
These are just a couple of a growing number of brands kickin’ up its YouTube usage. In both cases, dedicated pages entrap their audiences—here b-ball fans and driving enthusiasts—with exclusive, interactive content.
The Mercedes Benz channel hosts a string of videos for the speed-o-holic. Clocking in at three minutes, the spot Tunnel (featuring Formula One racing champ Michael Schumacher) is a high-octane tour-de-force in its own right. But what separates it from the pack is a call to interact further with a series of SLS AMG YouTube experiments at the end of the program. Each video gives the user a number of choices with branching story paths, personalizing the experience.
Here, give it a shot:
The viewer experiences a customized story according to his interests.
Consumer also take control in an Adidas YouTube account. NBA hotshot Dwight Howard gets in the game to promote TS Supernatural sneakers.
With your arrow keys, view slam-dunks from different angles or click to make Howard jump higher. Sharing the featured video (to boost view count) unlocks even more exclusive footage.
In these two examples, users push on because they're genuinely engaged, not because it’s forced upon them. And that’s always a win—for brand and consumer.
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