By DDB & Tribal DDB Singapore
The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. The strategy was not to tell but show the merits of Flip Video cameras. We wanted people to experience for themselves the benefits of the camera and evangelize the brand on our behalf.
Instead of merely creating an advertising campaign, we created a new medium. We enabled Facebook users to replace their static profile pictures with moving, speaking profile videos. And each of these videos, sitting on the most valuable real estate on the Web and being viewed by each Facebook user's fans and friends, ended with a brand message for Flip Video cameras. In other words, each profile video is a brand ad for Flip Video.
This campaign is a world-first. It hijacks the world's most valuable real estate and uses it to promote Flip Video cameras. "Flip Your Profile" enables FaceBook users to replace their profiles pictures with videos. The user-generated profile videos end with a brand message for Flip Video cameras. In effect, every profile video is a personalized ad for the brand. Better still, users could buy Flip Video cameras directly on Facebook. Flip Video prides itself on making sharing content easy. And this idea was on brand.
Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions.
Profile videos viewed over 5 million times per day
An average of 50 profile videos being uploaded every minute
Featured in over 500,000 blogs
Estimated media coverage is valued over $20 million
700,000 users flipped their profile
Thousands of brands, artistes, filmmakers and businesses flipped their page.
March 1, 2011 - May 5, 2011
Overall Rating: (2 votes)