Creativity Magazine

Some Day We’ll Find It: The Content Marketing Rainbow Connection

By Mrstrongest @mrstrongarm

I’ve expanded into video this year. As you’ve probably noticed, it’s a very popular form of content marketing.

I’ve developed my own version of stop motion animation. I use the Kizoa platform
(an online video editor) to construct the videos.

All I really need is a good storyline and my imagination. No need to scout for shooting locations– I can create my own settings. My videos look different, and that makes them stand out.

I did a Valentine video for Coca-Cola Journey back in February. It was well received,
so I submitted a storyline for St. Patrick’s Day. Editor Jay Moye liked the idea. Here’s the result:

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Content marketing is the art of engaging customers and prospects without trying to sell
to them.
It’s an interesting challenge because you want to feature the brand without implying, “You should buy this.”

I think this video succeeds because of the brand’s surprise appearance at the end. All that green, and then, boom!– the famous Coca-Cola red.

More importantly, it extols the brand in a way that’s so outrageous and over the top, you have to laugh: it wasn’t gold the leprechaun was after, it was something much more valuable: ice-cold Coca-Cola!!

No one’s tried to sell you anything. You’re simply surprised, delighted, and amused, and you can’t help feeling good about the brand.

The ending also works because the surprise is not immediate. The camera “pulls back,” so to speak, and you finally realize exactly what’s at the end of the rainbow.

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Pot at end of rainbow is bright red with white Coca-Cola logo

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leprechaun and sheep dancing for joy next to big pot of Coca-Cola on ice at end of rainbow

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detail image leprechaun and pot of Coca-Cola at end of rainbow

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Is video an important part of your content marketing strategy?

Do you try to feature a mix of both branded and non-branded content?

Did the ending here surprise you? Have you ever seen a sheep driving a taxi??

Hope you’ll leave a comment.


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