How to Make Your Campaign Video Viral-Ready


The Greater Philadelphia Tourism Marketing Corp. was able to create a video with staying power—it is currently reusing it for its “From Philly xoxo” campaign. While it’s tricky to predict what will strike a chord with consumers, “Love” videographer Ted Passon provides insights into making a video that stays within a reasonable budget.

Your top priority: to entertain. “If you’re trying to make a viral video, don’t make a commercial. It’s not the same thing. Because you’re competing with hundreds of examples of content out there solely to entertain, you can’t be didactic. If you can entertain them, they will trust you enough to listen to you after the fact.”

Rely on a network. “It’s not uncommon to have someone working on a personal project or low-budget project. If you help someone, eventually someone will return the favor.”

In terms of technical shooting, keep it simple. “One of the reasons I came up with the concept of a one-shot (without breaking away) was that I thought I would be able to edit it and get it to them faster and meet my deadlines. Aesthetically it made sense, but I was purposely thinking of streamlining my turnaround time.”

When working with non-professional actors, stick to the schedule: “We said four hours and were able to stick to that.”

Read the case study associated with this article.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.