Of all the things I’ve seen companies do to hype their Super Bowl commercial this year, I think Kia’s is the most interesting.
While the spot itself is great, and features the entertaining mix of Adriana Lima, Chuck Liddell and Motley Crue:
It’s actually the video that appeared in the YouTube sidebar while I was watching this spot that caught me by surprise:
What you’re looking at is a video titled “5 Hours of Adriana Lima” that just features a five hour long loop of slow motion b-roll footage of Adriana Lima waving a checkered flag.
While a video like this (an endless loop of eye candy) is common on YouTube, the fact that this video was created by Kia’s official YouTube channel, and not by some random YouTube user that was hoping for a few extra views, shows that Kia actually understands the YouTube audience in a way that few brands manage.
We live in a remix culture, and while it might surprise you that a video like Nyan Cat can get 62 million views, what should really surprise you is that the same video, but slightly tweaked and re-released as “Nyan Cat – OMEGA Extended Edition [3 AND 1/2 HOURS OF NYAN SPLENDIDNESS]” can get 4.8 million views, and that the same video, but again slightly tweaked and re-released as “Nyan Cat 100 HOURS” can get 3.7 million views.
A remix of the remix, called “Nyan Troll – 10 hour edition“, just crossed the million view milestone.
Crazy, isn’t it?
While I’m sure the number of people who have watched these videos from beginning to end can be counted on a single hand, these videos exist because people love to feel like they’re part of an ‘in crowd’ that understands the humor in a 100 hour long remix of a dancing rainbow cat.
But don’t underestimate the value of these people.
They are the viewers that will send videos like this to every one of their friends, because they want to challenge them to watch it, and though no one will, they’ll all laugh together at the silliness of it all.
They are the taste makers and the viral creators, and they can drive a tremendous amount of traffic to a video if they get a quick laugh and want to share that laugh with others.
Surprisingly, Kia seems to understand that behavior more than any other brand, and so they developed content that caters specifically to it. And again, I’m sure the percentage of viewers that will watch more than a few minutes of Adriana Lima’s flag waving performance is extremely small, but that’s not the point.
The point is that users will have a quick laugh, share it with their friends, and help get the Kia brand in front of more eyes than videos that cost hundreds of thousands of dollars more to produce ever manage.
Sure, the value of each individual viewer might be extremely low, and only a small percentage will even remember that Kia brought them the Adriana Lima video in the first place, but considering the cost to produce the video (setting aside the fact that it was shot while filming a spot that did cost at least a million dollars to produce) and the time it probably took to loop together a five second clip into a five hour video, I’d say it was time and money well spent.