For the release of its Stylus Tough Olympus has launched a viral campaign via his YouTube channel. To demonstrate to consumers that this new camera can resist everything the brand has chosen to show the picture!
The idea might have worked ... I say "could" yes, because you just see the number of views to realize that it does not really buzzed.
In my view, Olympus has made two mistakes. The first is to have "branded" his videos and have them posted on his official YouTube channel. The second is to not have a clear choice bias as to render its spots. Despite the short scenes, some videos were shot a little too cleanly (up camera angle well defined, etc.) and it shows that it was working. In normal times, yeah, it was what one wants, only then it would have been better to play on the fact that they are videos made by Lambda strangers or everyman, bound with his phone Cell. The kind of video we filmed with pals when making crap. However, what we watch Olympus was a bit of Q between two chairs is really halfway between a spot amateur and professional spot.
The solution would probably have to balance these videos on the net anonymously, as a teaser, and then let people ask questions and simmer a while on them to give scale to the buzz, then finally make the reveal at a later time by signing the spots by the brand. At the same time, I say this I say nothing! ;)
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