As we mentioned in our previous blog post 5 Video Trends That Deserve Marketers’ Attention, video became a top investment priority for marketers in 2017 with digital representing 37% of total US media spending and video seeing double-digital growth.
With the rise of new video formats, video will continue to evolve. We will see more virtual reality, live video, 360 video, and targeted content formats as we go through the year. Here are three brands that recently got our attention by engaging consumers with these new video formats:
1. BMW Used Facebook Live to Introduce the 5 Series
BMW North America unveiled its new 5 Series using Facebook Live from the 2017 North American International Auto Show. The 17-minute broadcast was the brand’s first time revealing a car to Facebook fans before revealing the product at a press conference.
The live broadcast was recorded by a hand-held camera and hosted by Trudy Hardy, Vice President of Marketing for BMW North America. During the broadcast, Hardy unveiled the all-new 5 Series variants, updated design elements, and new technological features like Intelligent Voice Control and the iDrive 6.0 user interface. The broadcast showed off the car with close-ups by responding to the real-time comments from Facebook users. The video currently has 163,000 views, around 900 shares, and over 1,000 comments.
2. Häagen-Dazs Will Introduce You the Extraordinary Honeybee Through VR and 360
By using VR and 360 video, Häagen-Dazs was hoping to educate and entertain audiences about honeybees and their impact on us. The brand, which was supporting the bees since 2008, debuted a trailer of the video at the “Exploring Storytelling in VR and Immersive Advertising” panel hosted by Adweek Editorial Director Jim Cooper. The one-minute video trailer of “The Extraordinary Honeybee” directed by Jason Zada will be available in 360 and VR platforms on June 20.
In an Adweek article, Orchid Bertelsen, a Digital Marketing Strategist at Nestlé USA, explained, “For us, Nestlé is exploring new technologies, and I think Häagen-Dazs was absolutely the brand we wanted to test this out with just because we had a compelling story to tell. With VR, we weren’t going to pursue it for tech’s sake; it was really about what the technology was able to enable from a storytelling perspective.”
3. Toyota Launched a Targeted Video Campaign
Toyota recently launched a video ad campaign to promote its 2017 Toyota 86 sports car to millennials. With the highly targeted video campaign, Toyota was looking to reach single male millennial driving enthusiasts with a message focused on exclusivity and performance.
In an interview with AdExchanger, Nancy Inouye—National Media Manager for Toyota—said online video is the ideal format to connect with their buyer. The video ads will run across Facebook, Instagram, YouTube, and Snapchat, along with static display and carousel ads depending on the platform.
Toyota’s agency, VaynerMedia, enhanced the targeting with Toyota’s CRM data, including previous owners and current customers with soon-to-expire leases. The teams also built Lookalike audiences using data collected through a microsite at toyota.com/86, where visitors can sign up for more information about the car.
As traditional advertising experiences leave their place to new online formats, marketers now desire to form meaningful brand connections by experimenting with innovative content formats. In 2017, brands that adopt new video formats to present compelling stories and engage with their audiences will have a huge advantage over their competitors.
What is your favorite brand video in 2017 so far? Let us know in the comments!