Promotion is a key aspect of any marketing strategy, for that reason marketers are flocking to the Internet phenomenon known as “YouTube.” The website provides services for uploading, viewing, and sharing videos and is completely free of charge. Because it is universally available and user friendly, content uploaded to YouTube can be viewed by millions. This makes the Internet personalities with large followings a hot commodity for corporations focused on market penetration.
In May the YouTube personalities Rhett and Link uploaded a video called T-Shirt War, a stop-motion music video. The video then went viral and has been viewed nearly 5 million times in only 8 months. The popularity of the video did not go unnoticed and Rhett and Link were approached by McDonald’s and Coca-cola to create a TV commercial for their upcoming summer promotion: 1$ drink specials.
The duo make a living through the sponsorship of their videos and have also been involved with Taco Bell, Alka-Seltzer, Food Network, Sanyo, Starburst, Cadillac and several others. Their Fast Food Folk Song video (set at a Taco Bell) also went viral, with nearly 4 million views.
It isn’t just Rhett and Link but many of the YouTube personalities endorse or are sponsored by brands and often feature their products in their videos. This is especially effective for marketing purposes as the views and opinions of these individuals are valued by their followers. In many cases this can lead to an increased market base and the development of brand loyalty. Other methods such as web based contests and free merchandise sent to select viewers have increased consumer interaction with the brands.
As YouTube’s popularity rises brands continue to use it to their best advantage.