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Tuesday, July 03, 2007

links for 2007-07-03

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Worth pointing out that the excellent Where the Hell is Matt? video was actually sponsored, by Stride gum. We frequently use Matt as an example when explaining that supporting existing talent is a good way for brands to reach YouTubers.

For instance, JWT chief exec Bob Jeffrey recently claimed in an interview with the UK's MediaGuardian that their "MacKenzie gets what MacKenzie wants" campaign for Domino's Pizza on YT was a terrific success. (It's the fictional viral where the girl is upset when her birthday auto is the wrong colour.)

In fact, the most-viewed MacKenzie video on YouTube attracted almost 500,000 views in six months.

Yet Matt gained seven million views in 12 months for himself and Stride -- a brand owned by JWT client Cadbury Schweppes and which dealt with Matt directly, no agency being involved.

Even more tellingly, the MacKenzie video has been favourited by YouTubers only 850 times, compared with more than 51,000 times for Matt. And YouTubers who aren't in on the pizza joke genuinely loathe the MacKenzie character (typical comment: Spoiled b****), whereas everyone loves Matt.

Do check out Matt's FAQ for how Stride worked with him:

http://www.wherethehellismatt.com/faq.shtml

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