Believe it or not after much skepticism i started a Twitter account awhile back; and now, only a short time later I am using my Twitter feed as a source of not only social news, but also e-marketing and business news. I am a follower of Steve Nash and one of his latest tweets led to me finding a campaign that caught my attention.
The above video is a vitaminwater commerical that Nash filmed recently. It pokes fun at everyday office life and puts him 'in charge' of pretty much anything he feels like. It's been distributed only on YouTube and Facebook as far as I know, and although this approach isn't new I wanted to comment on the relevance this approach has for this particular brand.
I worked for vitaminwater last summer and got to know the brand fairly well. It's a lifestyle brand that's targeted to an urban, environmentally concious, and 'healthy' individual. Steve Nash, the endorser, is a perfect fit to reach this demographic and he is no doubt a user of the product. Furthermore, he is an active 'creator' in the social media space already - he's got a Twitter page, Facebook presence, and many YouTube videos).
The e-marketing aspect of this lies in the medium that's being used. YouTube is again the perfect way to reach vitaminwater's target audience, especially in terms of age, income, and lifestyle (urban and computer savvy). Not to mention the ad (and there are a couple more with other celebs) is funny, which always helps to get something off the ground in a viral sense. In conclusion, this campaign is a great example of how to use the internet to develop brand as well as the positive spillover that comes with using the right endorser.
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