Everyone is Hungry for Online Video!

A branded web video by 20|20 Creative Group

When was the last time you watched a video on the internet? Yesterday? An hour ago? Did you literally just get done watching one? Are you watching one while simultaneously reading this? Probably yes.

How do I know? Because a recent article released by BrandChannel states that, according to a survey from Digitas, there is an “increased urgency for brand investment in online video.” And it’s not just amongst the young people; Baby Boomers are getting in on the viewing action too. Here are some very telling facts on what’s happening with online video right now:

“63% of U.S. adults look at online content while watching television, rising to 71% for adults 18-44.”

“Almost half (46%) of online video viewers are likely to seek out participating brands mentioned [in the video].”

“58% of brand fans on social media, ages 18-34, would check out a video posted by a brand, and 45% of those ages 35+ would do the same.”

Okay, so those are the boring stats. What do they mean? They mean that videos have become not only a cultural shift for consumers, but also a much more effective and efficient (i.e., highly targeted in comparison to TV) way for brands to make an impact on their target customers and spur new growth.

Does your brand have a video backing it up?
-Cody 

20|20 Nabs Some ADDYS

Last week we were honored to learn that, in addition to serving our clients, some of the work we’ve done over the past year has been recognized and awarded by the American Advertising Federation (AAF). Each year, the Santa Barbara chapter of the AAF holds the ADDY Awards to recognize the top regional advertising campaigns and individual pieces of work across various digital and print media channels.

This year 20|20 is honored to bring home an ADDY for our own website redesign, as well as ADDYs for the ongoing Pacific Eye campaign, Promega‘s corporate responsibility posters, and Bazomb‘s logo.

We want to thank Santa Barbara AAF for their work in compiling and reviewing the advertising work throughout the region. Most of all, we want to thank all of our clients for believing in us and working with us to create truly great marketing and advertising.

Thank you all.
-The 20|20 Team

One Good Video

Your grandfather had one blade—and Polio!

Our grandparents’ generation had lot’s of viral things to watch out for but unfortunately none of it was internet marketing. With over sixteen thousand Facebook shares and counting, this video sensation should be on Wikipedia as the definition of good viral marketing. It entertains, it clearly communicates the “why” and it definitely sells.

Skeptical? I dare you to watch it and not sign up or forward to a friend. I’ll shave my head if you don’t.

-Alec

You Pin Some, You Lose Some

Hello, my name is Robyn, and I’m a Pin-aholic. For the past six months or so, I’ve developed a love affair with Pinterest. The concept is fairly simple: Pinterest allows users to create and organize visual collections of their favorite things online (fashion, architecture, crafts, music, jokes, links to relevant articles, etc.). The result is a “pin board” that lets you visualize your collection and share it with others. Yes, simple, but oh so deliciously addicting.

But at least I know I’m far from alone in my dependence. Pinterest is garnering over 11 million unique visitors each month in the US alone, which doesn’t count its UK and worldwide following. It’s felt a massive explosion in popularity in the past several months, and it continues to trend steeply upward.

The great thing was that once I got past the overwhelming amount of pretty things to look at, it be came obvious that I could leverage my obsession to pin into something quasi-useful. 20|20 now has Pinterest boards where we collect inspirations we see online and want to remember for future design projects.

It fits that Pinterest would work for other businesses looking to reach target audiences by creating their own boards with relevant images for people to share. Think local scenery shots for hospitality or tourism; think new products for a retailer with links to its e-commerce site; think drool-worthy food photos of new dishes for restaurants. Oreck, yes the vacuum company, has already mastered this new platform with boards on their products, user photos, cleaning tips, and even a “Furry Friends” with shots of the cute yet hirsute animals that necessitate its product. Genius, people.

The possibilities are as endless as my obsession.

Happy Pinning,
Robyn

RRM Design Group launches new website

For the past few months, we’ve had the amazing opportunity to work with one of the top architectural design firms on the West Coast. As a multi-disciplined group with focus areas in Architecture, Planning, Landscape Architecture, Engineering & Surveying, and Sustainable Services, RRM’s process and capabilities provide a unique and powerful solution for its clients.

RRM Came to 20|20 to help them create a new website that accurately reflects the company, its people, its culture, and its work. 20|20 is proud to announce the launch of that website, and would like to thank everyone at RRM Design Group for the wonderful experience. It’s been such a fun and rewarding project.

Thank you.
-The 20|20 Team

The power of simplicity

This is about six years old now, but it’s still my all time favorite commercial. I’ve seen it copied by different organizations but the simplicity and power of the original is perfect.

If you haven’t seen it, it’s well worth the 2 minutes!

-Alec

Social seating: using Facebook for real life connections

A common criticism of Facebook and other social media platforms is that the interaction is impersonal. For example, the New York Times recently wondered if high school reunions were even necessary anymore? Everyone knows what’s going on with each other. There’s no incentive to meet physically. Businesses are running into the same dilemma.

For businesses, every social media ROI article encourages “interaction” with your fans. However, what does that mean and how do you get them to not just “Like” you, but also buy what you’re selling? Try this: Instead of interacting B2C, facilitate C2C.

Malaysia Airlines developed and recently launched MHbuddy. It’s a Facebook-based service that allows passengers to choose their in-flight neighbors based on their occupation, mutual interests and appearances. Also, when booking a flight, users of the app are reminded of friends who live near their destination, and if they want, they can share their itinerary with friends.

KLM Royal Dutch Airlines and others aren’t far behind with similar applications. For KLM’s “Meet and Seat” service, Linkedin and Facebook are providing the information. These airlines believe that the added value will provide opportunities for networking, while others suggest it’s more likely to be used as a matchmaking tool. Regardless, these airlines are using social media to get what businesses really want: a meaningful connection to customers in the real world.

How could you add a physical, social twist to your own offerings?
-Adrienne

The curious power of the mind

It is a personal passion of mine to understand how we take in information and what we choose to do with it…how our thoughts and beliefs shape our reality.

This short video is mind-blowingly simple in demonstrating the point.

Enjoy!
Lynne

Don’t buy this jacket

Black Friday. Cyber Monday. Buy-spread-consume. Stop.

Patagonia, a manufacturer of outdoor clothing and gear, is making a big statement this holiday season. And while it may seem counter-intuitive to sales, it’s not profit they’re most worried about.

With a storied past, dating back to 1957 when Yvon Chouinard began making climbing gear out of the back of his car, Patagonia has always had a vocal passion for the environment. The company is built on a belief in the value of products that do their job for a very long time. Patagonia sells its high quality gear at a premium price, to an adventurous demographic that shares its values.

With this in mind, their counter-intuitive advertising makes clear business sense. Rather than grab a temporary boost in holiday sales, they are appealing to the core values of their market and establishing loyalty for the long run.

Economics aside, the company cites a deeper mission as their core motivation for the standout ad.”Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.” says their ad (shown above) and accompanying video.

But what is it that makes this ad uniquely powerful? It’s the simple fact that they mean what they’re saying. Cliche’s aside, this message is from the heart. And that’s the beauty of strong brands: they’re real and they already exist.

As a branding firm, we pride ourselves on building great brands; but a brand pulled out of thin air would never last. It has to come from within the organization to have any chance at sticking. That’s why it’s our job to find your passion, find your purpose, and communicate it in a way that resonates with your market. It’s a powerful process, and sometimes a difficult one, but it creates lasting relationships and long-term success. And like Patagonia, we wouldn’t have it any other way.

Cheers,

Cody

The Chase

There’s no denying that a well executed chase scene is the epitome of cool. The cheeky Turin escape by a trio of MINIs in The Italian Job? Cool. The relentlessness of Steve McQueen’s iconic ’68 Mustang tearing up the streets of San Francisco in Bullitt? Cool. The comedic Midwest mall run in The Blues Brothers (parodied by Top Gear host Jeremy Clarkson in a review of the Ford Fiesta, complete with baddies in a black Corvette)? So cool.

And now, we can be sure to add Intel’s “The Chase” to that venerable list. It combines all the elements of a cool chase scene while being wholly original unto itself. Utilizing live action and animated cinematography while taking place throughout a variety of desktop computer programs and websites, the ad doesn’t just sell their new processor—it sells the experience.

And hey, if you ever encounter some baddies and suddenly find yourself inside Microsoft Word, you’ll know exactly what to do. Get your ASCII on, bust through to the nearest Youtube video, and drive the fastest car ad you can find outta there. You’ve seen how it’s done, after all.

Enjoy the ride,
Meg

P.S.- This ad was recognized by TED as one of its Top 10 Ads Worth Spreading, a new annual competition that just started this past October. Though it may not be a very inspirational, do-some-good-in-the-world type ad, there’s no denying that its action movie meets tech nerd clichés were pretty darn good.