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Darth Vader VolksWagon Commercial hit 15 Million Views in 5 Days – Why?

AdrianLee — Mon, 07 Feb 2011 12:55:43 +0000

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The story caught my attention on Yahoo News Headlines.
I saw this video clip on YouTube when it was freshly featured.
The views were barely less than a thousand then.
I showed it to my kids using my iPhone. They loved it.

5 days later, the Yahoo news reported 7 million views.
I then checked out the video again and saw 15 million views.
As I write this article, the video is now 17 million views.
That means it’s getting 2 million views a day!

This makes a good case study for my videography students.
Especially the chapter on YouTube video marketing.

First, let’s understand what this video is all about:
- The video is a TV commercial for a new VolksWagon model.
- It is obviously produced professionally with talents and props.
- No mention of product benefits or features at all, just branding.
- Definitely not a high budget production. No Special effects.
(It can be easily recreated in your bedroom, kitchen and garage)
- The VolksWagon Channel has 130 videos, all less than half a million views.
(except for one recent video which is riding on its current popularity)

So now the BIG question is… what made it viral?
Let’s analyze 3 points from my video marketing notes.

1. Is the video entertaining, informative or educational?

The video is entertaining, a little informative and not educational.
At least I am informed this car starts with a remote control.
The small Darth Vader is certainly entertaining.
Without facial expression, the body language tells the whole story.

2. Is the video riding on a hot trend?

Is there a trend on “Darth Vader” and “Star Wars”?
No trends found on Google Trend and Yahoo Buzz.
However, there are 135,000 global Google monthly searches for “Darth Vader”.
1,220,000 for “Star Wars”. The video is targeting a huge market.

3. Is It featured on Youtube Home Page?

The video WAS featured on the front page as part of a Super Bowl Campaign.
I doesn’t matter if VW paid for it because the other ads did not get 15 million views.
I had one video featured before and I know how it feels to get a million views.
Getting featured or spotlighted on YouTube is great exposure.

Personal View

I am one of the contributors to the success of this VW viral video.
Volkswagon did not pay me to do it nor told me to pass it on.
The moment I saw it, I showed it to others because I “liked” it.
THAT’s the essence of a true viral video… a life of its own.

There’s one other thing I suspect though.
This video is highly targeted at Star Wars fans.
Star Wars fans who once were boys.
I admittedly am one of them.

1. Original Star Wars Music

The music sounds original to me.
Even if it was remade, it still sounds exactly like the movie.
It triggered pleasant memories as a fan of Star Wars.
It would not be the same if it was some other soundtrack.

2. A Star Wars Fan Will Always Be a Star Wars Fan

I became a Star Wars fan as a kid.
I still watch replays of Star Wars movies.
I have Star Wars games on my iPhone.
Of course I like the light saber sound effects.

3. Did the Same Thing as a Boy

When I was a kid, I did what the boy did in the commercial.
That made a strong connection with me.
I waved my hands and things never moved, to my disappointment.
Today, I will please my kids using some remote control.

So that’s my analysis of a successful viral video.
Remember, you cannot make a viral video till it becomes one.
Volkswagon posted 130 YouTube videos before one made it.

Aspire to make a viral video with more than a million hits?
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Adrian Lee
VideoLane Pte Ltd
Helping Businesses Record & Edit DVDs & Web VIdeos.

PS: iPhone Response…

Darth Vader Volkswagon VW Commercial Viral Video

How To Record a Lecture, Seminar or Workshop Video

AdrianLee — Wed, 05 Jan 2011 19:57:24 +0000

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Are you looking into recording a lecture session, a seminar or workshop on video?

Do you want the video recording with sound and visuals good enough for distribution?

All you need is a video camcorder, wireless microphone, video tripod stand and follow these 5 steps.

1. Plan Ahead.

Duration. Sequence. Equipment.
First, find out the duration of the lecture. Will it be speech only or will there be some audience practice time? Know the sequence. Will there be a second speaker or a question and answer session after the lecture? Knowing the duration and sequence helps determine the most efficient equipment setup with sufficient media recording length and battery power capacity.

2. Position Camcorder.
Distance. Height. Screen.
Survey the lecture room, hall or theatre. Locate the best spot to plant your tripod. Make sure the camcorder distance is not too far from the stage for your lens to zoom into and not too near or obstructive to the audience. Ensure the height of your camcorder exceeds the height of a person otherwise choose a spot where no one will walk past your front. Place your camcorder perpendicular to the projection screen to get a good capture of information when referenced to.

3. Control Lighting.
Stage. Window. Exposure.
Tell the person in charge of lighting not to dim down the lights too much as you want a good visual recording of the lecturer. If there are windows in the day, it is good to leave the curtains open for natural light. Just be aware when the lecturer walks in front of a sunny window and becomes a silhouette on camera. This backlight problem also occurs when the lecturer stands with the bright projection screen right behind. In these situations, manually control the exposure or iris of your camcorder to brighten up the lecturer.

4. Adjust Sound Level.
Microphone. Mixer. Headphones.
Wire up the lecturer with a tie clip microphone. It will make a clearer difference in sound recording as compared with capturing with ambient room noise. For a bigger venue with it’s own sound system, plug the camcorder to the venue’s audio mixer output. Wear headphones throughout the lecture. You’ll never know when an interference may occur that will ruin a good audio.

5. Stay Alert.
Listen. Watch. Respond.
Lastly do not leave the camcorder unattended. Control the camcorder at all times. Listen to what the lecturer is speaking and when appropriate point the camcorder to the subject highlighted, usually the projection screen. Watch intently how the lecturer move. Anticipate and pan the camcorder to ensure the lecturer never leave the frame empty. Respond to unforeseen situations quickly especially lighting exposure and sound level adjustments.

If you follow these 5 steps diligently, you will get a video recording of a lecture, seminar or workshop with good sound and visuals.

Furthermore, not only will your video be good enough for distribution but it will also be qualified enough for sale.

Adrian Lee

http://videolane.com/

PS:

2-day Basic Videography Course (24/25 Nov 2010)

AdrianLee — Mon, 15 Nov 2010 07:12:54 +0000

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Discover how to make simple videos to promote your business online.

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The Camcorder and the 6 Core Video Camera Skills.
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Video Editing Computers, Software and Techniques.
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PS:
WARNING! This 2-day Basic Videography Course is NOT about making pretty vacation videos NOR about making epic feature movies… This course is about making powerful persuasive business videos.

Last Call for 2-day Basic Videography Course (18/19 Aug 2010)

AdrianLee — Mon, 16 Aug 2010 02:37:36 +0000

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This is the last call to join me, Adrian Lee, for 2 days of intense, comprehensive, entertaining and informational training at VideoLane Studio in Bukit Merah Central, Singapore.

If you have not done so, sign up here…
http://videolane.com/courses/basic-videography/

Get Hands-On experience with videography techniques used by professional videographers. Learn the entire video making process from production planning to shooting, lighting, editing and web video publishing.

Core Topics:

1. Understanding the Basics of Video Production.
2. The Camcorder and the 6 Core Video Camera Skills.
3. Sound Recording and Lighting Techniques.
4. Video Editing Computers, Software and Techniques.
5. Getting Started with Sony Vegas Video Editing.
6. DVD Authoring and Web Video Publishing.

Adrian Lee
http://videolane.com/courses/basic-videography/