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Trend: Podcast/Videocast-Marketing
Written By Josefine Koehn on Thursday, April 13, 2006 at 5:56 PM | In Marketing, USA
Podcast-Marketing uses podcasts or videocasts as a marketing tool – to get the message out.
Trend Description:
In the first 2 days after Apple’s launch of podcast on iTunes, customers subscribed to more than one million podcasts. According to eMarketer, there is now a total podcast audience of 10 million, 3 million of them download one or more podcasts per week. The market research company forecasts that by 2010 about 50 million people will have downloaded a podcast at least once, 15 million will download podcasts on a regular basis. The potential of podcasting seems to be incredible. And with the release of the video iPod in early October 2005 a new market for downloadable media is emerging. Of course, marketers are starting to use this new pull-medium to send their message out. Here are some successful examples.
Also see our related Trend
Vodcasting - Video Podcasting
Cases
HBO – Big Love
To promote its new series Big Love which was released end of March, HBO produced 31 podcasts in cooperation with podcast ad network Podtrac. The “Ads†feature interviews, insider features and behind-the-scenes videos. Big Love podcast can be downloade from the HBO websites, such as iTunes and selected podcast-sites.Adicolor:
Adidas just released a new design shoe inspired by the 80ies concept of a white sportshoe presented with a pack of waterproof coloring pencils. Now Adidas hired a bunch of creatives to design the same sneaker in different colors. To promote the new concept shoe Adidas put up a series of posters, starting with a pure white flyerposter branded with the adidas logo, encouraging people to spray their tags on it. Later on they came back, putting up a new poster featuring the adidas adicolor shoe incorporating the tags from the original poster. Now adidas enriched the campaign with 5 videos, one for each color. Each video is designed by a leading creative ad agency and is released every few days during the campaigns as a videocast.MINI videocasts:
MINI hired three young creatives, Gabriel McIntyre, Gabriel Bauer and Thomas Gigold to blog and vlog for Mini from the Automotive International Show in Leipzig. All three of them were absolutely free to blog whatever they wanted. The two Gabriels are well-known vlog-authorities (www.xolo.tv), work on PlayStation- and PC-Games, commercials and DVDs. Thomas main job is to be a blogger (www.gigold.de) and father. Together they created a real and virtual community around the MINI and the scene in Leipzig.
Trend Impact:
As these examples show, there are many different ways of podcast-marketing. One big thing which marketers have to keep in mind is to keep their message interesting. Nobody would download long, boring infomercials. Successful marketing podcasts must give value to the customers, be it entertainment, information or a new community. Nobody knows for sure if there will really be 50 Million podcasters by 2010. But the concept of downloading programs of your interest and listen to it (or even watch it) on the go is appealing and sure enough the future of media-consumption.
Links:
HBO – Big Love
other sources: Wooster Collective
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