DC Shoes is killing it with approximately 160M+ views* of their adver-content without spending anything on those views (i.e. media buy) and putting everything into the production of the content. The latest installment (Gymkhana Five) has nearly 22M views after only being live on live on YouTube for just 10 days.
— Alexander Rea (@AlexanderRea) July 19, 2012
Another nifty (and free) feature of posting the content to YouTube is that you can see the performance stats of the video. (I’ve posted a screen grab of Gymkhana Five’s below.) Ad performance stats are a closely guarded secret and/or an additional rev center for most media agencies. Yes it’s true that this does not work for every brand but it does work for some but that’s another story.
It’s not just DC Shoes who benefits but also Monster Energy Drink and Ford along with all of the other stickers on the car that I have not bothered to go frame-by-frame to read but I’m sure I’ve digested them subconsciously somehow. There are also all of the outdoor signs/ads that make it into the shot. They paid nothing for the views either.
DC Shoes’ Gymkhana Five’s YouTube Stats
(as of this article’s posting)
* View count referenced in paragraph #1 has not been independently verified by Alexander Rea but referenced from the Digiday article, DC Shoes Basks in Viral Effect, by Jack Marshall. Paragraph #4, sentence #1.