More and more, audiences want complete video-centric experiences. For companies, that means it’s no longer just about posting a video on YouTube and hoping it gets watched. There is a holistic experience and promotion plan that needs to be designed around the video to ensure that your content is found in the first place, gets clicked, that your message is understood and gets shared, and that there is a valuable outcome for both sides at the end of it all.
A brave example of this is the new original comedy series titled, “Farmed and Dangerous” from Chipotle Mexican Grill. It explores “the outrageously twisted and utterly unsustainable world of industrial agriculture”.
Here’s the trailer:
While currently only available on Hulu, the 4-episode TV series doesn’t actually include any branding in the show at all. There are Chipotle-branded messages in the commercial breaks, but the concept of the branded content campaign is to create their own original entertainment show that presents its own messages integrated into the plot and rhetoric of the show. It’s a way for them to compete against bigger chains’ advertising budget and gain publicity for doing something so out of the ordinary for the industry.
To round out the experience, Chipotle has also created a YouTube channel dedicated to the show that includes introductions to characters and a Discussion tab for fans to talk about the show, and hopefully, Chipotle. It doesn’t even have the episodes of the show uploaded and the channel has over a million views: http://www.youtube.com/user/farmedanddangerous
There is also a business website for the villainous corporation of the show, Animoil Global: http://www.animoil.com/ and a website that shares music from the show, behind the scenes footage and show trivia: http://farmedanddangerous.com/
Being the first in your industry to step out on a ledge can be scary, but giving your creative team the room to develop and implement big ideas could take your business farther than you ever imagined.