Most of my viewing activities this weekend revolved around March Madness (best sporting event of the year), but I did manage to catch a YouTube video or two that caught my attention. Namely, a video created by Corning that has caught fire and defines the meaning of viral – without really being viral. Confused by that? Let me explain.
First, I’m a techie geek and admittedly, I’ve watched this one a few times. If you’re curious what our world in technology could look like one day, check this out:
Unbelievable, right? As a consumer I’m in awe, but I was also intrigued from a marketing perspective. Many of us dream about creating that piece of video content for our small business that goes global and is shared by millions of people and creates a swarm of interest around our products or services.
Well, that wasn’t Corning’s intent. The video was created to inspire and educate investors at a corporate investor’s day event. This wasn’t intended to be emailed, Liked, Tweeted, posted about, and spread globally – it was to show investors how glass will continue to increasingly impact our daily lives.
One of two things happened next: either someone at Corning decided on a whim to post it to YouTube for the heck of it, or maybe, as Rebecca Lieb points out in her iMedia Connection article, this was a strategic move to reuse a brilliant piece of content creation. Whatever it was, it worked – over 9 million people have viewed the 6 minute video (I’m three of those).
There are some good strategies around marketing viral videos with stealth, but I don’t think that was the case here. I think this was a well-produced piece of content that Corning will continue to get some mileage out of in other mediums. It isn’t exactly a small business budget that created it (I’d love to know how much), but it was well done and does show how important it is to proliferate content through various mediums and at different audiences.