Friday, November 6, 2009

Breaking the Myth of Soya... The Facts and The Fiction

"Customized" YouTube Channeling is nothing new but here's a bit of a twist. YouTube and Silk Canada launched a new "channel" that will use "deep link annotations" allowing for Questions and Answer videos and redirects like never before.

Silk Canada is helping Canadians sort fact from fiction through a new four-week multi-platform campaign that supports the soy milk beverage brand.

Developed by Leo Burnett and its digital arm Arc, the campaign will have its own "branded" YouTube channel that will ask consumers to “bust” or “believe” various facts like “It takes seven years for gum to work its way through the body.”

On the site there are 10 questions that offer the consumer choices. When the consumers picks “Bust it” there are directed to another video that dispells the myth. “Teachers made this up so we’d spit out our gum,” it reads.

The campaign uses allows users to interact with the content and view different videos while staying within the branded page. This is first time YouTube has offered these annotations anywhere in the world, and are now available to all advertisers, said Bill Tighe, account executive, Google Inc.

“The client is very focused on debunking myths around soy specifically and our objective for the campaign was to do it in a disruptive and highly engaging manner,” said Robin Hassan, director, digital, Starcom MediaVest, the agency responsible for campaign buying and planning.

In addition, the YouTube "SIlk" channel also contains directed links to the brand’s Facebook and Twitter pages. The effort also includes online banners and starting Nov. 16, print ads in Toronto’s Metro containing codes that readers can scan with their cellphones, plus printable coupons are offered when you join the Facebook group.

Currently over 8,000 views have been made.

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