The video above came across my desk this week. I work for a small company that bought a GoPro camera. Since then, I have been on the GoPro mailing list. Some of the messages I receive are catalogs of specialized mounts, but the ones I watch for have featured videos. I have watched models base jump in heels, hippies snow board, and ruggedly handsome men hang out with lions. I am hooked. This one in particular struck me as brilliant.
The Indie Band
Family Crest is your typical indie band. They wrote a good song, with a memorable hook. It is just different enough to be a little exciting. This band has a handful of videos on their YouTube channel. Bunches of them are static images with music over the top of them. Those have a respectable number of views. The band also has a fully-produced video that is nicely edited, it’s pretty and shows off San Francisco. That video has over 32,000 views. Then they filmed this with a camera strapped to everything that moves. More importantly, they let the viewer see those cameras. Now this video has over a quarter of a million views.
This video is going viral because it has the power of a corporation behind it. GoPro features videos that show the cameras and what they can do. Add a great song and you have something people will share. Make it attractive to the right demographic and you get sales! Show 5 or 6 cameras in the same video, and you get multiple sales! This video represents a magic cycle. Family Crest created this video hoping to get picked up by GoPro. It paid off, and their video is being viewed by hundreds of thousands of potential new fans. GoPro is also seeing a pay off. This hits their demographic and every view is a potential customer.