Strange Talk is Climbing Walls for Cheer
Cheer detergent is rolling out what it claims is an industry first: A clickable YouTube video that takes you to a non-YouTube site.
The music video, for “Climbing Walls” from Strange Talk, has colorful objects, which viewers can click to be entered to win them. Those prizes include socks, dresses and a Fender Stratocaster, among other items. Jason Wiedemann, brand manager for the Procter & Gamble detergent brand, says although other YouTube videos have included such Annotations before, those linked to another YouTube site. The Cheer video leads to a Facebook app for Cheer where you can register for the item you “dug.” A YouTube rep says she believes Cheer is “one of the first” to use Annotations this way.
The unique approach underscores the brandʼs attempt to woo a young, digitally savvy audience. The brandʼs marketing budget is now 100% digital, Wiedemann says, and the brand is being positioned to appeal to consumers who want to express their individuality. (source: mashable)
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