Starbucks Seeks to Stimulate Social Media Engagement

In its latest marketing campaign, Starbucks encourages tech-savvy coffee drinkers to disseminates its coffee manifestos — and their own — over social media.

The campaign is expected to float on the viral potential proffered by the brand’s nearly 1.5 million Facebook fans and 185,000 Twitter followers.

The ads spout trite witticisms like "If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect, you must not be in a Starbucks." They will run in six major cities nationwide, in newspapers and outdoors. Users are encouraged to hunt the posters down and post photos of them on Twitter, for example.

Each print piece boasts a bold headline, printed across what appears to be a burlap coffee sack. The creative was put together by BBDO North America, part of Omnicom. Newspaper ads go on to describe how Starbucks selects only the best 3% of beans, and gives part-time workers health insurance, reports The New York Times.

Rationalizing the copy-heavy creative, Starbucks CMO Terry Davenport said, "Even if you cruise by and don’t stop to read every word, the net impression is, ’Wow, Starbucks has a lot to say about coffee.’"The Twitter photo contest component stemmed from watching what people already do on sites like Facebook and Twitter, according to VP-Brand, Content & Online Chris Bruzzo. Every year around Christmas, the company invites people to be the first to post photos of Starbucks shops decorated for the holidays; and on flickr, users have vied to publish images that include multiple stores in the same shot.

"It shows a level of connection to our brand that we wouldn’t have concocted on our own," Bruzzo stated.

Starbucks has other social media initiatives planned for this campaign, including a contest for Starbucks store employees to submit headlines for future ads and YouTube videos with coffee experts talking about Starbucks coffee. Still, it is difficult to measure the effects of social media — a follower on Twitter does not necessarily translate to a daily Frappuccino drinker.

Mr. Bruzzo said Starbucks’ social media presence gave it an advantage over competitors with gigantic ad budgets because its fans wanted to talk about it online. “It’s the difference between launching with many millions of dollars versus millions of fans.

”The campaign marks one of the largest the coffee brand has ever conducted, and for good reason: rival McDonald’s is currently promoting its suite of McCafé beverages with a $100 million effort across TV, print, radio, billboard and the ’net — marking McD’s largest product introduction since the ’70s.

Starbucks did not disclose the ultimate cost of the campaign, but did express its intention to differentiate itself from discount fare like McDonald’s, which "is trying to just commoditize coffee and take it down to a level where all coffee’s the same, and if coffee’s coffee, you might as well buy the cheap stuff," insisted CMO Terry Davenport.

"We just don’t believe that to be true. That’s why we wanted to tell our stories.

"On the Saturday prior to the Presidential election, Starbucks sponsored a :60-second TV spot promoting an Election Day coffee giveaway. The piece aired during "Saturday Night Live" and was also posted online. Within three days, it became the fourth-most-viewed video on YouTube, with Twitter users mentioning "Starbucks" every eight seconds.

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Samsung Hosts Extravagant Product Launch

By Ian Neubauer

“Samsung is committed to acting with speed and sincerity to ensure that our business partnerships continue to work well for the benefit of our retail customers and Samsung – we are all one team,” he said.

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Aussie Expo Sector Defies Economic Slowdown
By Ian Neubauer
A number of prominent Australian expos have reported visitor numbers that far outstripped organiser predictions of a slump as a result of to the economic slowdown.

The EEAA also claimed exhibitors were reporting “very strong sales” and large orders that surpassed expectations, but did not provide data to verify the claim.

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Student’s Wikipedia hoax quote used worldwide in newspaper obituaries
GENEVIEVE CARBERY

A WIKIPEDIA hoax by a 22-year-old Dublin student resulted in a fake quote being published in newspaper obituaries around the world.

The quote was attributed to French composer Maurice Jarre who died at the end of March.
It was posted on the online encyclopedia shortly after his death and later appeared in obituaries published in the Guardian, the London Independent, on the BBC Music Magazine website and in Indian and Australian newspapers.

“One could say my life itself has been one long soundtrack. Music was my life, music brought me to life, and music is how I will be remembered long after I leave this life. When I die there will be a final waltz playing in my head, that only I can hear,” Jarre was quoted as saying.

However, these words were not uttered by the Oscar-winning composer but written by Shane Fitzgerald, a final-year undergraduate student studying sociology and economics at University College Dublin.
Mr Fitzgerald said he placed the quote on the website as an experiment when doing research on globalisation.
He wanted to show how journalists use the internet as a primary source and how people are connected especially through the internet, he said.
He picked Wikipedia because it was something a lot of journalists look at and it can be edited by anyone, he told The Irish Times.

Fitzgerald posted the quote on Wikipedia late at night after news of Jarre’s death broke. “I saw it on breaking news and thought if I was going to do something I should do it quickly. I knew journalists wouldn’t be looking at it until the morning,” he said
The quote had no referenced sources and was therefore taken down by moderators of Wikipedia within minutes. However, Fitzgerald put it back a few more times until it was finally left up on the site for more than 24 hours.

While he was wary about the ethical implications of using someone’s death as a social experiment, he had carefully generated the quote so as not to distort or taint Jarre’s life, he said.
Fitzgerald was shocked by the result of his experiment.

“I didn’t expect it to go that far. I expected it to be in blogs and sites, but on mainstream quality papers? I was very surprised about,” he said.
However, the hoax remained undiscovered for weeks until Fitzgerald e-mailed offending newspapers to tell them that they had published an inaccurate quote.
“I don’t think it would have been found out unless I had told them so,” Fitzgerald said yesterday. In recent days the Guardian printed a correction and an article about the hoax.
Fitzgerald admits that he is not a sophisticated hacker or technology junkie. “I’m capable of using a computer but I’m not a whizz. Anyone can go in and edit anonymously,” he said.

While the quote is no longer part of the Wikipedia article, evidence of edits of the quote in the Maurice Jarre article from a Dublin-based computer at the end of March can be seen in the Wikipedia edit history.
Despite having been removed from Wikipedia, BBC Music Magazine and Daily Mail websites and corrected by the Guardian , the quote last night remained intact on dozens of blogs, websites and newspapers.

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Is this the greatest PR stunt ever?

Some stories are as much about public relations as they are news. This week marked the culmination of one of the greatest examples, which has left the PR industry gasping in admiration, says Ian Hall.

In a blaze of publicity, more than a thousand media organisations around the world this week reported that the job of "caretaker" of Hamilton Island in Australia had been given to a 34-year-old ostrich-rider from Hampshire, Ben Southall. Given that part of a PR executive’s job is to sell a product without paying for advertising space, then Tourism Queensland’s "best job in the world" competition has been a PR triumph that has left those whose day-job it is to devise such campaigns green with envy.

The marketing masterclass, conceived in Australia and being promoted in the UK by London-based travel PR company Hills Balfour Synergy, is now widely seen as odds-on favourite to win awards in the travel and PR industry.What’s really clever about this is that it works as a global campaign and it seems to have very good spokespeople Margot Raggett

Lexis PR Briton lands ’world’s best job’

The initiative is already being seen as a case study in how to execute a PR – as opposed to advertising – campaign.

PR guru Mark Borkowski has described the campaign on his blog as "a fine example of PR left to do what it does best – spread a positive story as far and wide as possible in a glowing light". Tourism Queensland ticked all the boxes, creating an ongoing narrative that would work globally and gather acres of free publicity. Boasting a series of "hooks" that began in January, from the job-application process through to the X-Factor-style whittling-down of the candidates, the campaign harnessed social media to effectively create a worldwide reality TV competition that tapped into young people’s wanderlust and cleverly disguised a competition prize as a "job".

One PR expert who has been watching Queensland’s acres of positive coverage unfold with awe is Debbie Hindle, managing director of PR firm BGB, which advises numerous travel-related clients. Hindle admits: "I was actually asked for a ’campaign I wish I’d thought of’ a few months ago and I said this one even then."

Awe-struck She points out that the campaign is particularly impressive given that the product being promoted is a destination which, she says, tend to be conservative in the PR initiatives they are willing to agree to. Margot Raggett, chief executive of Lexis PR, is equally in awe. She says: "What’s really clever about this is that it works as a global campaign and it seems to have very good spokespeople and, inevitably, pictures."

Referring to the extensive coverage the campaign has garnered, Raggett says: "It just seems to have tapped into the zeitgeist – whether by accident or design – in that it’s a feel-good story in grim times economically. The media seem to have largely let it pass that this story is a marketing ploy.

Perhaps that’s because it’s a tourism campaign and not one based around, say, a company’s new product."Meanwhile, Graham Goodkind – chairman of the agency Frank PR, which has offices in London and Sydney – observes: "The beauty of this is that it’s such a simple idea. "The PR story is also intrinsic to the brand – it’s impossible to forget what this is promoting – and it’s been very well executed.

What a contrast it is to so many PR campaigns that use old-fashioned PR techniques such as promoting the results of surveys – so often it’s impossible to remember what those campaigns are promoting." Goodkind points out, however, that the "best job in the world" concept itself is far from novel. He admits that his own agency once ran a campaign to promote a job as a "condom tester" – but largely treated it a "one-hit" story. Moving beyond the current success of the campaign, PR experts counsel that it is too early to assess the stunt’s full impact.

As BGB’s Debbie Hindle says: "Promoting travel from the UK to places as far away as Australia tends to suffer a bit from people thinking such destinations are ’place of a lifetime’-type destinations.

"The challenge is to convert media interest into real visitor numbers. But I imagine the people behind the Queensland campaign won’t now let go of it. I imagine next year we’ll get the second blogger being sent off there and it could all be repeated." Inevitably, too, the flak has started. Message boards contain comments such as "the high wage might be needed to cover the cost of living on Hamilton Island – a brief holiday there left me scratching my head at the ridiculous prices charged for some everyday staples" or "I’ve been to Hamilton Island – you’d be bored out of your mind within two days, seriously".

£35m of publicity But for now the champagne corks are popping at Tourism Queensland. Jane Nicholson, regional director of Tourism Queensland in the UK, describes the worldwide response to the campaign as "nothing short of phenomenal". She says: "The campaign has largely relied on public relations and social networking activity and has captured the imagination of the world. "To date it’s generated more than $70 million [£35m] in publicity value through TV, radio and newspaper coverage, as well as special online discussion groups, bulletin boards, blogs and websites with applicants critiquing their competition, having detailed discussions and swapping ideas and tips." As Ben Southall prepares to head off to his "job" Down Under, he leaves behind a PR industry not only "wishing they were there", but also wishing the campaign was theirs. Ian Hall worked for PR Week from 2000-2007 and is now editor of Public Affairs News A selection of your comments appears below. Sure, all the attention is great.

But I don’t see it driving new business. I’ve followed and been interested in this story, but no way is it going to make me fly halfway around the world. I can’t imagine I’m the only foreign tourist who feels this way.

Amy B., United States It pales into insignificance with the PR generated for Twitter, which mostly consisted of thousands of news outlets writing wholly uncritical puff about the micro-blogging service. And I don’t think Twitter even used PR for that!

Carl, London, UK So it’s the equivalent of a $70 million media buy. How precisely? PR firms are notorious for over inflating the equivalent media spend and overlooking such factors as agency discounts in the purchasing cycle, and the removal of a call to action in the creative placement. Prior to this article how many people would know the campaign was promoting Queensland? In addition how will the campaign attribute a return on investment for visitors to Queensland as a direct result of the PR activity when there’s already a significant ad spend towards promoting Australia as a tourist destination? Obviously I could be wrong, so to highlight the continuing success of the campaign – I wonder if the PR firm will make known the number of unique users that visit Ben Southall’s blog over the next 12 months?

Tom, London As a current PR student at university, it is inspiring to read a story like this and see that such a simple idea can generate so much publicity! I wish that I could come up with something like to help with my final year!!
Ste Ashurst, Preston, UK This guy is clearly emulating Boris Johnson and judging by his acceptance speech thinks he is undertaking a very challenging job (like mayor of the island perhaps) rather than a PR stunt.

Mike Muirhead, London No doubt it was a good piece of PR. But as a PR officer myself, I believe the very best campaigns are the ones that go completely unnoticed. The fact that there is a BBC article about the campaign flies against this theory. You may or may not agree. Unfortunately for the PR industry, the general public are becoming more aware of public relations and won’t buy products/services just because it’s being hovered under their noses. Thank God this recession has made the sheep in society look up from their incessant grazing to wonder – ’Where on Earth has all the grass has gone?’ -and the resulting head-rush has provided much needed fuel for independent thinking.

Karisma, London Your "other notable PR stunts" include Prince changing his name to "symbol" a few years ago. This wasn’t a PR stunt, he had to do it to be able to release music free from his contract with Warner Bros. who were trying to limit him to releasing only one record per year or something similar. Just so you know.
Ken, Newark

The Ruby Slipper Collection

The internationally-acclaimed Ruby Slipper Collection celebrating the 70th anniversary of the Wizard of Oz is on show in the iconic Bourke Street Windows at Myer Melbourne. The Ruby Slipper Collection is a creative interpretation of one of the film’s most famous and revered symbols that has captured the hearts and imaginations of people the world over. Featuring inspired interpretations of Dororthy’s ruby slipper, the exhibition showcases works by internally-renowned footwear designers including A. Testoni, Abaete, Alberta Ferretti, Botkier, Diane von Furstenberg, Jimmy Choo and Manola Blahnik among many others. The exhibition is on show at the Myer Melbourne Bourke Street Windows.

NBR launches unedited media service

The National Business Review’s website will launch a new service on Monday May 11 designed to accept unedited business and political media releases. The category will be titled: FROM THE HORSE’S MOUTH.The new category will be on the www.nbr.co.nz. home page but separated from the news content written by NBR’s journalists.

NBR publisher Barry Colman said the move would allow a free flow of information from corporate public affairs departments and political parties from which readers could draw their own conclusions.“Some of these releases would otherwise head straight for the can in a newsroom, or be edited down to their true newsworthiness..” he said.“But there have been occasions when the true importance of a release has gone unnoticed in newsrooms because of the sheer volume of releases the media receive.“This new category will allow our visitors to see a release straight ‘from the horse’s mouth’ and, if it’s a genuine news item, how our journalists treat the information in our news coverage. I know there have been occasions when business executives would have liked to have seen and analysed the content of some ‘offi cial’ releases for themselves.”Public relations companies can submit copy directly by clicking the Horse’s Mouth logo on the nbr home page site or by going to www.nbr.co.nz/horses-mouth.The releases will be grouped under business, politics, environment and consumer affairs.

Local Search Grows 58%; Outpaces Overall Online Search

A surge in annual growth of local search far outpaced growth of overall Web search, according to a study from the Yellow Pages Association (YPA) conducted by comScore, Inc (via MarketingCharts).

Local search – the practice of using online search tools to find local businesses, products, or services – grew 58% in 2008, reaching an annual total of 15.7 billion searches. By comparison, core US web searches grew at a smaller rate of 21% year-over-year, nearing 137 billion searches by the end of 2008.Local searches now stand at 12% of core searches on the top 5 portals.

Buoyed by the growth in local search, the YPA said Internet Yellow Pages (IYP) and other locally focused online business directories also saw double-digit growth of 23% in the same period, totaling 4.6 billion searches in 2008.As more users conduct local searches, exposure to sponsored links for Yellow Pages data is increasing as well, YPA reported. Year-over-year, IYP sites have seen their exposure to sponsored links increase 50% to reach 353 million in December 2008 alone, demonstrating the increasing need for local business information.

"As local search grows, our data becomes more valuable," said Neg Norton,YPA president. "Even if the searcher doesn’t know the company or brand they will ultimately give their business to, the decision to actually make a purchase has often already been made. That is a strong argument for local merchants to develop and maintain an online profile, if they haven’t already done so."Additional findings:75% of the top 100 keywords searched on Internet Yellow Pages sites were non-branded, indicating a majority of consumers have not decided on a specific company or product brand when they begin their search.

Nearly half (45%) of Internet Yellow Pages and local online directory searchers made an online purchase in the fourth quarter of 2008. A recent report from Borrell Associates noted small and medium-sized businesses are increasing their investment in local, interactive advertising and are now investing 11% of their advertising dollars online, up from less than 4% three years ago.Google recently began experimenting with a program whereby it instantly serves local search results when applicable, increasing the likelihood that local listings will appear in generic searches where no city is specified — and also building prominence for Google Maps.About the study: comScore measured real-life internet browsing, buying and transactional activity of approximately one million US internet users who granted permission to be monitored from December 2007 to December 2008.

Now Booking – Nickelodeon Events Direct from Nick HQ!

As the world’s leading entertainment brand for kids, Nickelodeon has built a diverse global business by putting kids first in everything it does. Nickelodeon and Nick Jr. properties are hugely popular, resonating with kids and their parents and creating an interactive connection that goes beyond watching television.

The dynamic, high quality kids’ entertainment provided by Nickelodeon Events will appeal to major commercial property groups, as well as local retail centres, councils, festivals, major venues, private corporations, schools and community groups.For more information or to book a live show or meet ‘n’ greet, contact the events team at Nick HQ today on 02 9813 6214, 02 9813 6217.

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Is this the greatest PR stunt ever?
Some stories are as much about public relations as they are news. This week marked the culmination of one of the greatest examples, which has left the PR industry gasping in admiration, says Ian Hall.
In a blaze of publicity, more than a thousand media organisations around the world this week reported that the job of "caretaker" of Hamilton Island in Australia had been given to a 34-year-old ostrich-rider from Hampshire, Ben Southall.

Given that part of a PR executive’s job is to sell a product without paying for advertising space, then Tourism Queensland’s "best job in the world" competition has been a PR triumph that has left those whose day-job it is to devise such campaigns green with envy.
The marketing masterclass, conceived in Australia and being promoted in the UK by London-based travel PR company Hills Balfour Synergy, is now widely seen as odds-on favourite to win awards in the travel and PR industry.

The initiative is already being seen as a case study in how to execute a PR – as opposed to advertising – campaign. PR guru Mark Borkowski has described the campaign on his blog as "a fine example of PR left to do what it does best – spread a positive story as far and wide as possible in a glowing light".
Tourism Queensland ticked all the boxes, creating an ongoing narrative that would work globally and gather acres of free publicity.
Boasting a series of "hooks" that began in January, from the job-application process through to the X-Factor-style whittling-down of the candidates, the campaign harnessed social media to effectively create a worldwide reality TV competition that tapped into young people’s wanderlust and cleverly disguised a competition prize as a "job".
One PR expert who has been watching Queensland’s acres of positive coverage unfold with awe is Debbie Hindle, managing director of PR firm BGB, which advises numerous travel-related clients.
Hindle admits: "I was actually asked for a ’campaign I wish I’d thought of’ a few months ago and I said this one even then."

She points out that the campaign is particularly impressive given that the product being promoted is a destination which, she says, tend to be conservative in the PR initiatives they are willing to agree to.
Margot Raggett, chief executive of Lexis PR, is equally in awe. She says: "What’s really clever about this is that it works as a global campaign and it seems to have very good spokespeople and, inevitably, pictures."
Referring to the extensive coverage the campaign has garnered, Raggett says: "It just seems to have tapped into the zeitgeist – whether by accident or design – in that it’s a feel-good story in grim times economically. The media seem to have largely let it pass that this story is a marketing ploy. Perhaps that’s because it’s a tourism campaign and not one based around, say, a company’s new product."
Meanwhile, Graham Goodkind – chairman of the agency Frank PR, which has offices in London and Sydney – observes: "The beauty of this is that it’s such a simple idea.
"The PR story is also intrinsic to the brand – it’s impossible to forget what this is promoting – and it’s been very well executed. What a contrast it is to so many PR campaigns that use old-fashioned PR techniques such as promoting the results of surveys – so often it’s impossible to remember what those campaigns are promoting."
Goodkind points out, however, that the "best job in the world" concept itself is far from novel. He admits that his own agency once ran a campaign to promote a job as a "condom tester" – but largely treated it a "one-hit" story.
Moving beyond the current success of the campaign, PR experts counsel that it is too early to assess the stunt’s full impact.
[...]"The challenge is to convert media interest into real visitor numbers. But I imagine the people behind the Queensland campaign won’t now let go of it. I imagine next year we’ll get the second blogger being sent off there and it could all be repeated." [...]

But for now the champagne corks are popping at Tourism Queensland. Jane Nicholson, regional director of Tourism Queensland in the UK, describes the worldwide response to the campaign as "nothing short of phenomenal".
She says: "The campaign has largely relied on public relations and social networking activity and has captured the imagination of the world.
"To date it’s generated more than $70 million [...] in publicity value through TV, radio and newspaper coverage, as well as special online discussion groups, bulletin boards, blogs and websites with applicants critiquing their competition, having detailed discussions and swapping ideas and tips."
As Ben Southall prepares to head off to his "job" Down Under, he leaves behind a PR industry not only "wishing they were there", but also wishing the campaign was theirs.
Ian Hall worked for PR Week from 2000-2007 and is now editor of Public Affairs News

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Sears and Kmart Try the Social Media ’My’

Hoping to ingratiate themselves to today’s social media-savvy shoppers, Kmart and parent company Sears are test-driving two new community sites:MySears and MyKmart.

Built with help from consumer review socnetViewpoints, the site enables users to write reviews, view polls and blogs, and follow either retailer on Facebook, Twitter, YouTube and LinkedIn. Videos, a "featured reviewer" section and how-tos also feature prominently on each landing page.

VP-Community Rob Harles of Sears Holdings Corp. said the goal of the sites is not to become two more social networks in the fray. Instead, he hopes they’ll be incorporated into existing social network experiences with help from APIs, such as Facebook Connect.

And while the sites were originally limited to older house moms, their breadth has broadened over the past few months, Harles added (via TechCrunch). Younger users are visiting the sites to learn more about products; Harles expressed his hope that the destinations will become a stepping-stone for younger parents to explore the social graph.

Netpop research reveals the typical social network user addresses 110 people per week and spends $101 online per month.

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The Ruby Slipper Collection

The internationally-acclaimed Ruby Slipper Collection celebrating the 70th anniversary of the Wizard of Oz is on show in the iconic Bourke Street Windows at Myer Melbourne. The Ruby Slipper Collection is a creative interpretation of one of the film’s most famous and revered symbols that has captured the hearts and imaginations of people the world over. Featuring inspired interpretations of Dororthy’s ruby slipper, the exhibition showcases works by internally-renowned footwear designers including A. Testoni, Abaete, Alberta Ferretti, Botkier, Diane von Furstenberg, Jimmy Choo and Manola Blahnik among many others. The exhibition is on show at the Myer Melbourne Bourke Street Windows.

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Youtube launches Global 48 hour ad contest with Cannes Lions

Two winners to become 38th team in Cannes Young Lions Film Competition

28 April 2009 – YouTube and the Cannes Lions International Advertising Festival have partnered to search for two young creatives to win a trip to this year’s Festival and fill a new 38th place as Team YouTube in the 2009 Young Lions Film Competition. Next month YouTube will be running a 48-hour viral film contest – the first of its kind on YouTube – to create an ad for a well known, international charity whose identity will be kept under wraps until the launch of the contest on 15th of May. On the 17th May, the competition will close and contestants will then have two weeks to generate as many views possible. Two winners will be selected by a panel of experts who will judge the ad based on creativity, number of views and video ratings. The winners will unite and receive an all expenses paid trip to Cannes to attend the International Advertising Festival and a chance to compete as the 38th team in the prestigious Young Lions Film competition.

Make an ad:
At midnight on May 15 (GMT) YouTube will release a brief for up to a 60 second viral ad aimed at raising awareness for the charity, on www.youtube.com/canneslions. Creatives 28 years of age or under have until midnight of 17 May (GMT) to submit their ad to this channel.

Spread the word:
There will be a two-week period between 17th May and 1st of June for entrants to create a viral buzz around their video to drive as many public views and votes as possible by whatever means.

Go to Cannes:
After 1st of June, a panel of advertising experts will judge the shortlisted entries and select two winners based on overall creative execution of the brief and the videos’ views, ratings, comments, votes and overall online footprint. The winners will be announced on 5th June: the prize for the two selected winners is an all-expenses paid trip to the Festival to take part in the Young Lions Film Competition as Team YouTube offering a fantastic exposure for young creatives looking to carve a role in the advertising or film industry. Lorraine Twohill, VP of global marketing, Google/YouTube, said: "We are delighted to team up with Cannes Lions, creative agencies and the wider creative community around the world to create a new "YouTube team" entry for the Young Lions film competition. This is a great way to encourage young creatives in traditional media to grasp new media tools and develop an innovative viral campaign for a leading charity." Launched in 2006, The Young Lions Film Competition is an integral part of the week-long International Advertising Festival which sees teams of two from 37 countries aged 28 or under, who have just 48 hours to shoot and edit a one minute commercial on behalf of the client – a charity or not-for-profit organisation. The experience is intense but winning can be rewarding both personally and professionally.

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YouTube Tightens Fist on ’Unauthorized’ Brand Liaisons

YouTube has begun issuing written notifications to a number of popular content producers that have formed brand liaisons — and integrated those brands into their content — without its permission.
The YouTube Terms of Service states that users cannot post commercial videos without express consent. And while direct interactions between advertisers and amateur video creators may appear to be outside the realms of its jurisdiction, MediaWeek points out the video giant has yet to produce a viable long-term profit strategy.

"And as more brands engage in the practice of paying popular video bloggers to integrate their products into videos—rather than purchasing advertising on YouTube—Google needs to find a way to balance its revenue needs with keeping its most prolific talent happy," it wrote.

"We have a policy, and if we discover they are embedding stuff we will definitely let them know," said Director-Online Sales/Operations Tom Pickett. "We have tried to take a more hands-on approach to see if we can facilitate deals. But [video producers] shouldn’t be fearful of getting booted off the site.

"Some say YouTube’s means of enforcing the policy is inconsistent — or muddy at best. For example, Cory Williams ("Mr. Safety") claims he’s incorporated a number of sponsors into his videos without flak from YouTube — as long as he runs overlays and banners on his clips as well. Still others say YouTube simply refuses to promote videos that feature product placements, significantly hampering a video’s potential reach.

By and large, however, content producers acknowledge the need for YouTube to at least try skimming a profit from producers and brands that liaise on its tab. "It’s not unreasonable," said Marketing Director Kevin Nalty of Merck, who produces a number of YouTube videos under the handle "nalts." "They are paying these high bandwidth fees, and they don’t want to be seen just as a dumb pipe."

In the near future, YouTube will announce a more formal process for branded integration into videos. At present the site sells ads against about 9% of its video views in the US, up from just 6% a year ago.

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