1) Why social media campaigning?
“People are increasingly moving from TV to Internet. There is a transition going on, moving from crappy TV and broadcast to streamed content. Vimeo and video streaming sites is ranking up, in combination with google being God at this point. There is a platform there for idiots like me to put content there. The platform is there and companies are starting to realize people pay most attention to videos published on the internet. People don’t like adverts they are looking for more funky stuff. They don’t mind to consume advertising on the condition that it is interesting. Guys like Redbull, they are sponsoring extreme events and millions of guys watch those events but they are still interested in watching them. That guy who jumped from out of space, who jumped out of a parachute was sponsored by Redbull…yes that did cost them a ton of money but that was a massively successful campaign.” See redbullstratos.com
RedBull Stratos from AixSponza on Vimeo.
2) What about the technical side of a social campaign?
“I would never prioritise the technical side rather than the creative side but especially if you are trying to do a social campaign…it’s not about the technical side….keep on trying to provide appeal to the public..of course it’s better if you can have someone to help you out technically speaking but the important thing is content.”
3) Tell us about your own social media campaigns?
“One of the most successful campaigns, and one of the most inspiring has been British Polo Day. It’s an amazing event which builds on the high class nature of polo, and the exotic environment of the events. The videos captured show the events in the best possible light; capturing the feel of each global location. They are both ‘momentos’ of the events people are desperate to share and ‘show off’ and they act to build the brand as a ‘sophisticated classy global product.’
The really important thing is the alpha element of social media campaigns. For example…when you are trying to make a video game popular you don’t give all the kids a copy of the game to try out…you give a copy to the most popular kid in the class and that one is going to make the other kids like it and that’s how you increase popularity in something…this is what happens with the British Polo Day videos as they are circulated in high class circles with both existing and potential clients.
4) What tips do you have for filmmakers wanting to go viral?
“One thing is going viral and another thing is social advertising. A video going viral..well you cannot force it…the Gangnam style (PSY) went viral just because it was ‘sticky’ – it has to be something that appeals to them (the public). If you wanna try just think outside the box. These 2 teenagers in the states did a homemade video for Daftpunk and it was so out of the box that even Daftpunk used it as the official video for the track…it’s because it’s stupidly simple but still outside the box and I think it’s one of the most watched daftpunk videos…in conclusion, try to do something new that is going to entertain the audience.”
5) Any other tips?
“Something that doesn’t necessarily have to do with the filmmaking aspect of it but has to do with the delivery is the meta-data. Nowadays it doesn’t matter if you are Hitchcock or not, you have to know how to market yourself otherwise you are f****d! It’s not only being Stanley Kubrick you have to find a way for people to see your stuff through the sea of rubbish. So keyword, tags, facebook; sharing with the right people is really, really important. Broadcast is dead and now everyone is doing it and you have to be very smart in how you are doing it….
Jo Arganaraz
