One car brand that’s now swearing by the positive results of a branded video online is Land Rover.
2007’s viral in support of the Rugby World Cup featuring Josh Lewsey was a massive success according to Land Rover’s marketing director, Andy Griffiths:
“At the peak of demand we were getting 100,000 views a week. It’s obviously a very cost-effective way of grabbing eyeballs. The branding is minimal - there’s no car in it - but hopefully it’s a humorous intro to our brand”
And this year, to coincide with the Beijing Olympics, Land Rover have created a viral ad featuring Zara Phillips.
Read the MediaGuardian story and watch the ad here.
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Reviews are an established part of online retail and a handful of sites have started to create their own video guides to the products they sell.
Comet launched CometTv.co.uk last October and currently has more than 200 videos. Pixmania, part of DSG group, have their own purpose built studio for product demos and are adding them at a rate of 12 per day.
