Companies like Kraft use YouTube to go viral
Published June 15, 2010
YouTube is currently one of the most popular destinations on the internet, serving millions of internet users with engaging video content each month. Some companies have begun to use the web portal as a marketing platform, promoting their products and services via the site.
While many companies use YouTube to broadcast traditional television spots, some are finding viral content is more effective for generating buzz. Viral videos are generally considered by the public to be purer, as they are created by consumers instead of the actual company.
One way companies encourage consumers to create and submit videos is by holding contests. While the videos will often gain the most attention on the YouTube website, social media sites like Facebook or Twitter can also be used to promote a contest.
For example, Kraft recently launched a "Real Women of Philadelphia" video campaign on YouTube to promote its cream cheese lineup. The contest encourages visitors to send in cooking videos that address a series of challenges laid out by the company. Since the initiative launched in March, more than 5,000 clips have been submitted, reports ClickZ.
A recent article from Marketing Profs suggests that business owners set a lucrative prize for their contests. With a desirable prize, more people will be motivated to enter the contest. In the Kraft competition, for example, the winners will become hosts for the company's new cooking website.