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16/02/2012 by

Audio-Technica’s Viral Brand Entertainment?

Audio-Technica’s video to promote its new Solid Bass headphones might be the benchmark for CMOs across several industries? Below video was just launched and might become a viral hit. If not, it’s still a great example of branded entertainment targeted at a Gen-Y audience…

The video, released on 13 February 2012, showed 65,000 views on YouTube alone in one day. More important the loves for the video are at 5.785 vs. hates 42.

Most important, the video is extremely relevant to the targets. And the product is truly smartly embedded in the idea….

Also the use of celebrity dubstep phenomenon Marquese Scott is clever. The video might have been a minute shorter, but Audio-Technica’s tagline “always listening” is certainly well earned.

This piece of branded entertainment clearly shows that strategic insights were used well. And that a smart social video or viral video can certainly lift brand awareness and preference, as well as market a product in a clever way.

This content is king. Since distribution is queen and metrics the emperor, we are curious to see how well those are performed. If done well, we could have a piece of viral soon…

Two thumbs up for agency GeniusRocket, the creative agency powered by a curated crowd and The DVI Group for concept, music and production.

How do you rate the video? Will it get legs and spread like wildfire? Share your ideas in the comments below…


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Igor Beuker
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