What’s your brand doing on YouTube?

There was a time when YouTube was considered a wild-wild west of content — a place where marketers shied away from uploading their commercials, let alone building a branded channel. But these days, YouTube has become more mini-van than stagecoach. From Toyota Sienna’s high-profile television commercials urging consumers to visit their YouTube channel, to (what might be considered the anti-minivan) Harley Davidson’s fan-centric YouTube universe, there has been a noticeable shift in corporate adoption of the platform.


Billions (literally) of people are watching today – so I'm sure you agree that YouTube provides a unique opportunity for high-profile brand placements. Not sure where to start?  Check out YouTube Trends to get an idea of the types of content currently being consumed.   Also, think of your YouTube channel as an extension of your brand that lives and breathes. You’ll need someone who is dedicated to tending to that page, building your audience by reaching out to fans, and managing your profile online.


Start by searching your brand on YouTube and see what the existing conversation looks like. Then try reaching out to people who already have an affinity for your product or service by commenting on their videos and/or “friending” them. Remember that YouTube is an online community, and if you’re not participating in the dialogue, then you are missing the opportunity for true engagement.  More tips and tricks or for good examples by content type, select the area of concentration below:

Gaming

How-to / Education

TV + Film

Music

Non-profit

Sports

iPlatform develops McDonalds “The Flavourhood” for Razorfish

iPlatform develops McDonalds UK's  “The Flavourhood” for Razorfish (for McDonalds first major Facebook campaign).   The campaign includes several game-like applications aimed at building a fan-base.  The campaign also includes a central application connected to multiple games and fan pages related to each product.  Unit 9 created the introduction flash.

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PEPSI PULLS SUPPORT FOR THE SUPERBOWL IN FAVOUR OF A DIGITAL AND COMMUNITY BASED APPROACH

The latest iteration in the Refresh Everything campaign sees Pepsi pull its entire Superbowl budget - a staggering US$20 million - in favour of a CSR initiative.  The move will mark the end of a 23 year investment in the game. The Refresh Project is a US-based campaign set up to reward those with big ideas for improving communities across the areas of health, arts and culture, charity, ecology, neighbourhood and education.

The campaign website will launch officially on January 13th on which users can submit their big ideas. From February 1st the public can cast their vote to decide the most worthy causes. Grants will then be awarded up to the total value of $1.3m per month over the course of the year.

The project will also be closely tied with an online reality show titled 'If I Can Dream' which will track five youngsters trying to crack Hollywood. Frank Cooper, SVP and chief consumer engagement officer, Pepsi-Cola North American Beverages said the show, which will be aired across Hulu and MySpace 'is one of many innovative ways the Pepsi Refresh Project will be featured in the digital space'.

The campaign follows the announcement by Pepsi that it will increase online advertising by 60% from 2009 expenditure. Cooper went on to say 'In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event, less about a moment, more about a movement'.

Check out the site at www.refresheverything.com or watch the Pepsi Refresh Project: $50K Inspirational Video.

RED BULL AND FORMULA ONE RACING GET MOBILE

Energy drink giant Red Bull is targeting tech-savvy Formula One racing fans with the launch of a game for the iPhone and iPod touch called the Red Bull Racing Challenge.  Dubbed the official game for the prominent Formula One team Red Bull Racing, the Red Bull Racing team is dedicating this racing game to fans and supporters worldwide to engage them during the off-season.

Mobile racing


The Red Bull Racing Challenge game retails for $2.99 in the iTunes App Store.  The target demographic is consumers in their 20s and 30s skewing male.  In the game, players steer the speedy RB5 through the 2009 season's calendar.  Racing down realistic 3D courses worldwide, players experience the thrill of the world's top racing tournament.

The game lets players compete for the championship and share their records via the online leader-boards or race against the clock and record their best lap times.  In between races, players can visit the Red Bull Energy Station to test their Red Bull Racing knowledge in a trivia quiz or access official behind-the-scenes videos and photos that capture exciting moments from the season.  The game features six challenging tracks in China, England and Spain, with practice sessions and qualification runs to provide a full-season experience.  There is even an in-game pit stop challenge to test player's reaction time.  The game features a multiplayer mode via Bluetooth, as well as customizable races with various tracks, playing modes, weather and control schemes.  Users can sync with Facebook and Twitter to share their progress with friends. The background music is from Twin Atlantic's new album, "Vivarium."

GRABBING THE Bull by the horns


Red Bull plans to amplify activities by teaming up with TV and radio stations to promote the iPhone application.  The brand will also have an on-site presence at various Formula One events, running sweepstakes where fans can win meet-and-greets with the drivers, as well as win a trip to visit the factory where the Red Bull Racing cars are built outside of London.

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