This promotional Youtube clip is one of the most successful in my mind. The viral campaign is for the “Look out for cyclists” campaign by the Transport for London.
It is effective in captivating the audience by asking them to participate by asking the viewer the question: “How many passes does the team in white make?” involving the viewer makes the clip interactive and captivating, which gains viewers attention and interest.
When the clip reveals the answer (13), viewers get a sense of satisfaction that they paid attention and were successful. However, when the clip then says: “Did you see the moon walking bear?” viewers may feel intrigued if there actually is a bear because when focusing on the white teams passes it is not noticeable.
In the second part of the clip when it replays and the viewers’ look for the bear he is present and moon walking.
The clip then goes to a slide where it says:
“It’s easy to miss something your not looking for.”
“Look out for cyclists.”
This message and use of the effect on viewers is successful in captivating the audience whilst providing a strong message that everyone who watches will understand. The user involvement and trickery used in the clip makes users want to show and test their friends’ reactions.
This awareness test is one of three Youtube clips created to raise awareness for cyclists.
ANSOFF Matrix: applied to UC Refectory
Product development
• New refectory
• New food
Diversification
Market development
• New product packaging
Market penetration
• Increasing existing customer usage of the Refectory
• Maintaining/ increasing customer market share. This could be achieved by using competitive pricing strategies and sales promotions
Week 5 Blog Response
“Both checklists are easily accessible, with the choice to preview the checklists before downloading the documents.
The information on each checklist is divided into appropriate sections. For example in the starting your business checklist information is sorted into different groups under the headings: Before you start a business, when you start, when you buy a business and running a business. Each section has comprehensive questions that users must answer in order to start their business.
Each checklist has links for advice and support, providing links to websites and phone numbers that a user may need in order to start/grow a business.
In terms of my live case study (UCU Refectory) the growing a business checklist would be useful as they are currently re-branding and growing the business.”
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