This was a quite decently orchestrated social media marketing video for the new movie Kingsman coming out. They reached out to a Youtube prank channel that was created just over a year ago which has now grown to 3 million subscribers and 270 million views from just 41 videos.
These are the items that make it a great social media marketing campaign done right:
-The entire production is very well orchestrated and produced. Based on my experience, I can tell the channel has grown successful to a point where it is no longer amateur videos and a couple guys with a camera. There is actual filming and producers behind it now.
-It still has a fairly personal feel to it, which makes all the extra production work. Youtube is different from TV and movies in that the audience often times wants a more personable feel with the creators and the video rather than something aloof created by production (although there are exceptions to the rule, the most successful channels are always like this)
-It has little to no audio. Any audio is too far off for you to detect even the language used. This is important because it makes the video UNIVERSAL. There are now many users and viewers of Youtube who do not speak English. Latin American countries especially are putting a lot of eyeballs on Youtube. Look at HolaSoyGerman, another Youtuber with millions upon millions of views through his Spanish content.
-It is short and quick, to the point, and entertaining. It brings value to the users and most importantly, it is short and quick and under 5 minutes. Another huge difference between this and television or film is that the Youtube audience has a very short attention span. They naturally like to jump from video to video fairly quickly. This summarizes the point, brings all the value in the prank and ends it. Let that be a lesson to all you people with hour long videos that are dull, boring, and pointless.
-The outro to the video is a great banner that relates immediately to the Kingsman film with a link pointing outwards to the Kingsman trailer if you click the mini-video (which is the actual Kingsman fight scene that the prank parodies). AND it has a great graphic that shows off that this was from the director of X-Men First class (not sure if that’s really a good or bad thing though, since I would say that movie was decent, nothing special) AND a hashtag for potential more virality: #Kingsman. A quick search of the hashtag on the biggest platform that uses hashtags (Twitter) shows a decent amount of uses of the term on a daily basis. I can’t say for sure any of them were used because of this prank video though, which has already generated over 2 million views.
-The prank video relates directly to Kingsman. I’ve seen other promotion videos where the wrong channel was paid to promote something or the channel creator did not know what to do or how to execute it so that it related. This resulted in a completely non-related video with the product either interspersed throughout the video randomly or mentioned and plugged extensively at the end of the video. Meh. That is not the proper thing to do. This video does a great job by MAKING the whole prank related to the movie, titling it as “KINGSMAN PRANK.” It worked great and it also fit right into the channel content and audience demographic for the Youtube channel’s fanbase. Great work!
Things I did not like:
-The only major thing I did not like about this campaign (And it is definitely a campaign from what I can see, although it may not appear to be one to the casual Youtube viewer. Kingsman definitely was involved in paying this channel to promote the film) is that the choreography was fairly cheesy. I understand that the budget is limited given that it is Youtube. But the whole thing seemed kind of cheesy. I felt like the spectators at the bar should have fairly realized this was fake. The biggest give away was the whole umbrella deflecting the gun thing. Not because it was cheesy or unreal. It was but because afterwards, he just walks away and like everything is OK. That just brings up and accentuates the whole fact to the viewer (or at least to me) that this man disregards the fact that there are 3 conscious people are the ground who may have guns too and may fire instantly considering the fact that the first one had already decided to shoot to kill. This brings up the whole notion that it is ridiculous from the start that he acts so confident and fights them if they had guns from the start.
Regardless, from reading the comments and looking at the views and likes, I would say the general audience enjoyed it and did not dissect it or notice the thing I disliked about it at all. I would say this is a solid 4 out of 5 job on how Hollywood has realized advertising has changed and has done a proper job of adapting to social media and the internet to capture eyeballs of the current modern audience.
And yes, after watching it, I watched the Kingsman trailer again even though I watched it a few months ago. So it at least made me do something I wasn’t planning on before.