Everyone said cheap, on-the-fly video was the future of organizational communications.
So you expensed a Flip-style camera and filmed your “going-viral” video.
Fizzle. Crash. Ka-boom.
Forty-seven views on YouTube.
Apparently the masses didn’t like the outtakes from your trade show. Or your sweaty CFO checking his watch as he um’ed and you-knowed about quarterly results.
How to do better next time?
Start here, in this Ragan webcast DVD, “Corporate Video Workshop: Practical tips to produce a video and make it go viral”.
It’s a sensational two-for-one package: Video impresario Drew Keller, and Coca-Cola’s A.J. Brustein and Definition6’s, Paul McClay.
An award-winning television producer, Drew talks you through stumbles and uncertainty into professional-grade use of this potent communications tool.
Meanwhile, A.J. and Paul tell how—despite the gargantuan resources of Coca-Cola—they took a small-budget path to promoting what became a mega-hit. And how you can do the same.
Video’s too important not to master. Over 700 billion videos have been played on YouTube. People buy more when they get the message through video, Drew says. Executives are more inclined to act.
He talks you through how to tell stories that will make people excited about seeing your videos.
Know what? Even your YouTube bomb wasn’t a waste of time. (“All creativity is predicated on some form of failure, trial and error.”) He shows how you can apply the lessons next time.
He’ll straighten you out on the difference between “hosing down the room” (as in home movies) and telling a story. And he explains four baseline ideas for making a video.
Drew breaks down storytelling into seven simple steps, beginning with these three:
- How to use the environment to underscore your message
- How to “humanize” your story
- How to deliver a turning point every single time
He talks you through scripting and storyboarding, and explains the one make-or-break pre-production idea.
You’ll learn why corporate videos must build tension to maintain attention. Drew shows how to write critical turning points into your every script.
Doing forensics on their Coca-Cola hit, A.J. and Paul tell how their Happiness Machine video won 4.6 million viewers on a promotional budget of zero.
The key is the content—and making people happy.
Their campaign began with a question: “Can we create Coca-Cola content which goes viral based on the merit of the work alone?”
They’ll show you how they turned a video success into an international series of market-specific hits, from an Istanbul Valentine’s Day promotion, to a Rio de Janeiro beach, where a Coke truck delivered sodas, soccer balls, and surfboards.
The bottler pulled off a series of worldwide hits by drawing on psychological insight: We all want to be happy. And they show how video powerfully evokes that emotion.
They explain four keys to viral success, based on a famous wedding video. And they help you understand why wit is essential.
Remember: "Your company is only going to share things that make it look better,” as Paul says.
You’ll learn the secrets of viral success. And A. J. and Paul show how an intersection of a video campaign and college non-actors created memorable footage.
They even share how they initiated buzz on social media to make sure their efforts got noticed.