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From: ClickZ - Anna Maria Virzi |
Tuesday, 27 December 2011 00:00
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Video ads for Apple's Siri and U.K. retailer John Lewis scored big on YouTube during the holiday season.
In contrast, Federal Express got unwanted attention when a delivery man tossed a package containing a computer monitor over a homeowner's fence – instead of bringing the package to the door. The incident, captured on video, made its way to YouTube and served as fodder for jokes on "The Late Show With David Letterman."
First, the winning ads of the 2011 holiday season:
Apple Siri: An ad, showing Santa Claus using a Siri to review his 3.7 million appointment list, and get weather information and directions.
"Apple has figured it out with over 2.3 m earned views (and counting) of their xmas ad," tweeted Paul Barter, co-author of the book, "Stop Wasting Money on Advertising." Due to its creativity, the Apple Siri ad succeeded as paid media (aka bought) on TV as well as earned media spread by word of mouth on YouTube, he said.
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