The announcement of the announcement

Surely you too have observed the phenomenon of "the announcement of announcement." I refer to those videos that show the making of a spot, or short videos that we as a case study of an advertising streetmarketing (for example). Videos that are going to find some YouTube or see posted on the walls of Facebook.

It becomes a way of metapublicidad. The metapublicidad is defined as advertising that the advertiser advertises itself. Advertising for advertising. Not know whether to call it "parapublicidad" (to find a term), because basically these videos come to be a parallel advertising to advertising.

I noticed that these videos "parapublicitarios" come to be of two kinds. Two classes that could almost be classified as genres of video advertising. The videos we have divided into "making of" videos and "case studies". These two genera have a common background: they are videos that are born with the aim of amplifying the effect that already have the spots (in the case of offline) or creative actions (in the case of online). Here are some examples:

1. "Making of" spots. Videos that are "making of" spots we see on television are the ultimate advertising. Until a few years the consumer was used to be (and to be treated as) passive, to "eat" the spots that cast into the plate to lunch, today the consumer is active in many cases. And the brands they know. Advertisers know that consumers, in 2012, now in its search. They make commercials and their "making of" knowing that someone will probably see them on YouTube. When they do so the producers in the filming of movies with extras ("It's for the DVD / Blu Ray"). One example that you sound sure is the making of the recent Heineken spot:

   I would not deny that in some cases the "making of" is even "loaded" and being told the actor: "do this or that. It is for the making of ". This is the case that "smells" in the "making of" Spot The Force of Volkswagen.

   This shows us that advertisers now have is that now even they do skits with the "making of" of the spots. Gilette who was offered a year ago and half the viral video of Federer shooting an ad, pulling a can 200km/ha overhead of an operator. Gilette Federer usually have for their spots, and in this case, decided to make this "fake" in order to be viral. What interests us here is that in itself becomes a parody of the making of the spots.

   In short, the "making of" no longer an added value, and edited and published with that mentality, that the potential consumer going for the brand.

2. Case studies. There are other videos that collect offline execution of actions (streetmarketings, events) and online (Facebook applications, creative actions in the network), also in order to amplify its effect. As with the video Gilette, we can also offer a video that parodies this kind of productions and shows how you can make up for online campaigns that have not existed: in this case, one was called about a children's party (which ever was made) through social networks and their outcome. Like a real action in question.

   As actual examples, there are thousands. To sample a video picking one of the actions we have done in Tc for the post.

   And in the corner that creative territory dedicated to creativity ( TcLab ) are examples to give and take. As the video that was made to publicize the action of a popular brand of condoms in Brazil.

If there is any conclusion to all this is that the video-not as spot-is a key ally of the marks. When a platform is born , the first thing he does is a video that sums up the way it functions. Up Megaupload, before falling, had its own promotional video. Video content becomes a basic brand communication and extra content that becomes brands offer value.