ideaLaunch Blog

You may have recently seen a video on YouTube about a spectacularly bad parking job in Toronto, Ontario. If not, you can take a look here:

Brutal, eh?

Just one week later, Hyundai Canada posted this video on YouTube:

Admittedly, the video quality isn’t the greatest, but in this case, it was more important to be fast than polished. Hyundai did what all businesses that want to do well in content marketing should do:

1. Monitor: Stay on top of trends, especially if they’re even just remotely related to your industry.
2. React quickly: Our attentions are fleeting. If you want to connect to something trending on the Internet, you need to pull the trigger right away – otherwise you’re old news before you’re new news.
3. Use the medium: The bad parking job was a YouTube sensation – it only makes sense that Hyundai engages the same crowd using the same medium.
4. Promote: The team behind Hyundai’s video undoubtedly found out what media and top bloggers covered the original video and used social media-focused public relations tactics to promote Hyundai’s response. Through the PR lift from sites like The Globe and Mail and Mashable, the Hyundai response video now has well over 100,000 views is just four days.

They also did one more thing we hope companies aim for: Being the good guy.

Tags: Case Studies, content marketing, public relations, video

This entry was posted on Thursday, November 5th, 2009 at 11:01 am and is filed under YouTube, content marketing, marketing, public relations. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.