"With a recent 'promoted video' campaign on YouTube, Cheerios has provided the latest cautionary tale on the risks associated with social media marketing," says a post ClickZ. "Viewers who have searched for terms like 'heart,' 'heart issues,' and 'heart problems' and then clicked one of the cereal brand's promoted video ads are taken to a dedicated channel with approximately 30 narrative-minded videos, most under a minute long. The first is called 'Tennis' and features 'Victoria H.' from Chicago, IL, as the narrator. Another, 'Gardening,' has 'Paula' from Trinidad and Tobago.
While the videos (scroll down to view 'Tennis') could be labeled branded content, Cheerios itself isn't mentioned in them. That hasn't stopped YouTube users from posting mocking and sometimes strange comments about the brand since the videos went live three months ago."
I couldn't find them, but ClickZ claims that only those videos that mention Cheerios directly become negative.
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