Finding the sweet spot between promotion and content creation

Ever since the first viral videos, the YouTube platform has been one of the best ways to distribute content to a global audience. But for every viral hit that gets a million views, there are countless other videos that never quite reached lift-off.

One efficient media strategy for marketers trying to drive lots of views is to create content so compelling that your audience actually wants to watch it, and -- ideally -- actively seeks it out. That's why we think that there is a lot to learn from Ubisoft's latest campaign to drive awareness of their forthcoming video game: Assasin's Creed II. Ubisoft has produced a series of three short films that will have their global premiere on YouTube on October 27. And this isn't just re-purposed footage from the game either: Ubisoft's visual effects studio (Hybride Technologies) is the brain behind the movies 300 and Sin City, so these films blend live action with animation. The series is calledAssassin’s Creed: Lineage and will act as a prologue to the game itself. These shorts will live in the movies section of YouTube and can be watched by our global audience.

Ubisoft is using several YouTube features and tools to make sure viewers can easily find this content online. They will launch the premiere episode as an expandable masthead ad on the YouTube homepage in eight countries on October 27. And because the ad contains an embedded YouTube player, every view will be included in their total view count, elevating the video's presence in YouTube's daily "most viewed" videos and increasing its discoverability. Ubisoft will also use Promoted Videos to drive even more views of their video among their target audience.

As you plan your next advertising campaign, give some thought to the video content you are creating. You may not have your own visual effects studio, but you should definitely aspire to create content that your audience wants to watch, without feeling constrained by getting your whole message into a 30 second TV spot. Make a five minute video, make a series, make a movie -- make something great.

Posted by Peter Sherman, Product Marketing Manager