Pay a car with views
JWT has launched a pretty clever Opel campaign in the Netherlands. The concept could set a trend.
Actually, the whole thing is so simple that you wonder why someone didn't come up with the idea sooner. But good things take time, as we all know.
JWT left the promotion of the new Opel Online Edition in the Netherlands almost entirely to YouTube users. The highlight: They could buy a car with YouTube views. Views of the video they shot during their test drive of the three Online Edition models Karl Rocks, Corsa and Astra and posted on YouTube.
The calculation: the price of the car in euros multiplied by 40 = the required number of views. The cheapest model required just under 600,000 views, while the most expensive cost just under a million.
Of course, with this surprising concept, you have to be able to clearly identify organic views - but that's probably not a problem with the collaboration with YouTube.
What remains is an ingenious idea. Because what sounds like a well-intentioned marketing stunt at first glance is actually cleverly invested advertising dollars. Users flood YouTube with films about their own product, eagerly promote their own film in social media in the hope of virality - and in the end, only the really successful filmmakers have to be paid out. For whose commercials you didn't have to buy attention, but were loved enough by viewers to watch them voluntarily hundreds of thousands of times.
A nice advertising environment for the price of a car that probably costs less to produce for the percentages than any full-page ad in a daily newspaper.
In the middle of the year, Yuri Schuurkes became the first person to buy a car with one million YouTube views. bought - his Spider-Man test drive has over five million views today.
Opel is now said to be considering running the successful campaign in other European countries as well. Influencer marketing rethought - there's probably not much to be said against it. (hae)
