Sanyo Uses YouTube A-Listers to Promote ‘Xacti HD' Dig
Geebee Micro — March 30, 2009 — Marketing
References: adweek
Sanyo Fisher has tapped some of the biggest YouTube creative stars to promote their newest digital camera, the Sanyo Dual Camera Xacti HD.
Each video created by the stars is different and promotes various features of the new camera. They are working with Madison Road Entertainment, a brand content company.
For the most part, each video vignette includes a video overlay that communicates to viewers the Xacti is being used in making the video, as well as at the end of the presentation.
Among those participating are Lisa Nova, iJustine, AlphaCat, Rhett and Link, Mr. Safety, Brandon Hardesty and ApprenticeA.
Is it working? As far as viewers go, Lisa Nova already has over 1.5 mm views in about a week of the video being on her channel.
Each video created by the stars is different and promotes various features of the new camera. They are working with Madison Road Entertainment, a brand content company.
For the most part, each video vignette includes a video overlay that communicates to viewers the Xacti is being used in making the video, as well as at the end of the presentation.
Among those participating are Lisa Nova, iJustine, AlphaCat, Rhett and Link, Mr. Safety, Brandon Hardesty and ApprenticeA.
Is it working? As far as viewers go, Lisa Nova already has over 1.5 mm views in about a week of the video being on her channel.
Trend Themes
1. Influencer Marketing - The use of YouTube stars in Sanyo Fisher's campaign demonstrates the potential of influencer marketing for promoting products.
2. User-generated Content - Sanyo Fisher's use of videos created by YouTube stars highlights the power of user-generated content for creating brand awareness and engagement.
3. Digital PR - The collaboration between Sanyo Fisher and Madison Road Entertainment shows the effectiveness of digital PR for brands seeking to reach new audiences through online channels.
Industry Implications
1. Consumer Electronics - Sanyo Fisher's use of YouTube stars to promote their newest digital camera indicates a potential trend for consumer electronics brands to leverage influencer marketing for product awareness.
2. Advertising and Marketing - The use of YouTube stars as brand ambassadors in Sanyo Fisher's campaign showcases the potential for disruption in the advertising and marketing industry through influencer marketing and user-generated content.
3. Entertainment - The partnership between Sanyo Fisher and Madison Road Entertainment highlights the potential of digital PR and influencer marketing in promoting entertainment products and services.
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