“Talk to Running Man” - Online Video at Social Media Breakfast
John and I attended the 8th Boston Social Media Breakfast (SMB8), which was held this morning at Ryles Jazz Club in Inman Square. Five speakers shared their views and case studies pertaining to online video, including Larry Lawfer from YourStorys, who spoke about his work with CVS Pharmacy and New York Life, and Rob Lane of Overlay.TV, who spoke about Smirnoff, among other case studies.
In addition, the first to present were Emily Belyea and Ben Grossman of Emerson College (my alma mater). They presented their “Talk to Running Man” campaign, which was a great example of how a company might utilize online video to build a community and garner attention for a brand online. The campaign actually placed 1st at the American Advertising Federation’s New England District advertising competition and 5th at the National level!
In a nutshell, the Emerson team launched a website and online video campaign for AOL’s Instant Messenger (aka AIM). They took advantage of the brand’s mascot - the yellow running man - and asked millenials to “Talk to Running Man” about their experiences with IM. Some text from their website:
You have known him since middle school. He gave you the confidence to ask out your first significant other, and he also helped you guys break up. You two played pranks and shared great memories. But now, you two aren’t speaking much and he’s feeling a little lonely. Maybe you’re scared and don’t want to share your feelings yet, but Running Man is ready and wants to hear it. So go ahead, tell him. Let him know how you really feel.
At TalkToRunningMan.com, consumers could upload their own videos as well as view some of the videos that the Emerson team captured (they actually took a cardboard cutout of the yellow running man onto the street and asked people to talk to it) - what an entertaining concept. Great work guys!
I thought Ben and Emily’s presentation was great. Their documentary use of Running Man was brilliant. Their strategy and rollout was executed incredibly well. Once again proving, some of the best and brightest are still right here in Boston.