March 28th, 2011 by Brian Baumley
A lot of attention gets paid to the break-through products, services or events that are held by the top tech companies. And how are all of these various moments in time being introduced? With video, of course. We were particularly impressed with videos introduced this month by Twitter, Apple and Google and wanted to share them here as examples of how corporate video done right can educate, inform, promote and excite.
If you’re bold enough to feature one of hip-hop’s OGs talking about “waking and baking” with Martha Stewart alongside the current Speaker of the House and of one of the ESA’s most Twitter-savvy astronauts showing us his view of the world, there’s a good chance you’ve also created something original, unique and engaging. Twitter, working to build its case that you don’t need to Tweet to use Twitter, put together this really tight, celebrity-heavy video showing the many things you too could have access to if you engaged with the Twitter platform. It works so well because it effectively captures the diversity of Twitter, the close proximity that users can get to their favorite people, hobbies and interests, and how simple Twitter makes it all.
Meet the Apple iPad 2
Apple has a reputation for introducing products that are sleek and simple. Naturally, its video content should exactly mirror this. With Apple’s introduction of the iPad 2 this month, Apple released the below video that covered all of the various tech improvements that were made in the latest version, the hard work that went into aesthetics and design and all of the new things users will be able to do. It’s a bit on the long side at more than 6 minutes, but Apple knows it works for their audience: cult of Mac members that love the company and are heavily invested in their products. As they get ready to plunk down no less than $500 for Apple’s latest creation and mentally prepare for 12 hours in line at the store on launch day, they have this video to further feed their excitement and help them start thinking of all the many ways they’ll use their new toy.
Google Goes Gaga
A suggestion has been made that the top tech companies are trying to trump one another by landing the hottest surprise guests to come speak to employees. When Marissa Mayer, Google’s VP of consumer products, brought Lady Gaga out for a one-on-one discussion at a recent company event, she was visibly taken aback by the whole thing. (It’s unclear if it was at the thought of introducing Lady Gaga or just knowing that Google was now ahead in the informal “land the biggest celebrity you can” game.) Lady Gaga got her verbal intro from Mayer, but the proper introduction came with a a video that charted just how big of a celebrity Gaga had come. Being Google, the focus was on milestones Gaga has hit in search, video and fan engagement and connections. The video not only uses Google’s various services to validate her overwhelming popularity, but also to source content – in VERY clever and creative ways. (The video below shows the entire event. Skip to the :43 mark for the intro video.)
The three videos above were obviously done with access to big budgets, a lot of creative personnel and TIME. Thinking about the various elements featured in these productions, we immediately recognize areas where Market7 could’ve possibly added some efficiencies. That includes everything from lining up international (and out of this world!) video shoots to script and edit feedback. It’s possible that your organization doesn’t have the resources required to produce this level of content, but that doesn’t mean that what you do create has to be any less effective. Market7 can help unleash the full potential of any team coming together to produce video. Click here to check out how.