The Beats’ Star-Studded #WorldCup Ad


Just when you thought you’d had more than your fill of World Cup hype, Beats by Dre goes and gets involved.

The music company, which Apple confirmed it would buy for $3 billion, just released a lengthy ad called “The Game Before the Game,” which may very well leave you speechless.

The five-minute spot opens with Brazilian superstar Neymar having a heart-to-heart conversation with his father before a soccer match, set over footage of favelas, coastlines and the team bus. Then the rocking tune “Jungle” by X Ambassadors and Jamie N Commons sets in, and a host of global superstars from inside and outside the soccer world make cameos.

We could go on, but you should probably just watch for yourself.

Branded Viral Videos: The Secret Marketing Weapon

It’s clear that viral videos aren’t just low-quality, fan-made shots or off-the-cuff scenes from everyday life. Brands are now fully immersed in the viral video world. Ads continue to move from print and broadcast to digital and mobile, and we are seeing them everywhere.

Brands are now looking to connect with their audiences in a way that not only provides enjoyment to the viewer, but also aligns with the qualities that companies want to embody — what were once brick-and-mortar businesses are now becoming adroit visual storytellers. Many industry experts consider video to be marketing’s new frontier, be it through YouTube or short stories on Instagram, Vine and Snapchat. But creating a successful video is more of an art than a science.

Branded videos spread like wildfire for the same reason non-branded videos go viral: They’re compelling and shareable. And making something that a consumer wants to share — particularly for entertainment value — is critical for success. Videos should prompt people to engage with a brand in a genuine fashion — ultimately, people share viral videos (branded or not) because they’ve stumbled across something they think is worth spreading the word about, regardless of a brand’s ulterior motives.

Therein lies the magic: The more views and shares your video receives, the more people you reach, and the more an audience becomes aware of your brand and — potentially — what you stand for.

A YouTube video lets brands be more experimental and risky than a TV, print or sidebar ad — just check out Virgin America’s daring ad from last year, which is actually a flight safety video.

Brands can use music and clever techniques to produce something more provocative, more heartbreaking, more electrifying — name an emotion, and video can evoke it. If a picture’s worth a thousand words, then a video’s worth thousands more.

Branded videos can also be as long as necessary, as opposed to a standard 30- or 60-second TV spot. (Still, some particularly catchy or touching TV ads go viral of their own accord once posted online.)

The sky’s the limit in terms of how a brand makes a video memorable. Many bank on humor, and others, heart. Most videos align themselves with positive messages (Feminism! Power! Quality! Organic goodness!) rather than contesting negative ones. Some do both.

Continue reading on Mashable