Jump to content

Weird Al tops the charts and shows how modern-day promotion is done...


Recommended Posts

  • Members

When his label gave him no video production budget, he worked out video production deals with a bunch of different comedy content sites. The song-a-day video thing is interesting.

 

Obviously the primary marketing impulse these days -- and what follow-on media sites respond to is 'the big splash' when something drops. Jack those initial sales figures through the roof or most of the media will ignore you. Slow, mounting sales? There's no story there, in their minds. So no ink/screentime.

 

But Yankovic didn't buy a bunch of fake video views and other off-the-shelf 'viral' marketing, he used his real social network -- 35 years worth of fans, multiple generations, I'm thinking, to to spark and sustain the buzz.

 

Since the label apparently offered slim promotion (no video in 2014?) -- which is about all a label is good for these days -- I hope their slice is reasonably tiny.

Link to comment
Share on other sites

  • Members
It certainly doesn't hurt that his stuff is incredibly clever and funny...

 

I think Craig will get a kick out of this one:

 

Well at the end of the day, he certainly stretched the envelope to think outside the box, thus enabling a customer-directed change catalyst beyond positioning of second-screen ROI into a simple quality vector for viral gamification, combined with clickable earned media and ideation.

 

But what really made a difference was how he was able to curate vintage value propositions to fully realize a goal of snackable content, while focusing on proactive, 360-degree cross-media social commerce based on agile marketing. Very well done indeed.

Link to comment
Share on other sites

 

Well at the end of the day, he certainly stretched the envelope to think outside the box, thus enabling a customer-directed change catalyst beyond positioning of second-screen ROI into a simple quality vector for viral gamification, combined with clickable earned media and ideation.

 

But what really made a difference was how he was able to curate vintage value propositions to fully realize a goal of snackable content, while focusing on proactive, 360-degree cross-media social commerce based on agile marketing. Very well done indeed.

 

You helped him with his lyrics, didn't you? ;)

Link to comment
Share on other sites

Archived

This topic is now archived and is closed to further replies.

×
×
  • Create New...