One of the current popular trends brands are using to gain traction with social video campaigns is the idea of taking the audience behind the curtain. Letting the viewer go behind the scenes of something (or someone) they already love is a fantastic way to really engage them and keep their attention on your content.
DC Shoes has had unprecedented success with online video through their Gymkhana series, featuring renowned driver Ken Block. So what did they do to follow up their 17-million-view Gymkhana Four? They went behind the scenes of the viral hit, and earned another 1.4 million views:
What’s the best way to promote your upcoming quirky film starring Bill Murray? Easy, turn a camera on, and film Murray giving a behind-the-scenes tour of the movie’s sets:
Sports brand, ESPN, found huge success (and critical acclaim) last year with their behind-the-scenes sports documentary series, 30 For 30. Naturally, they’ve decided to continue it. Here’s an 8-minute online version of Pete Rose, Here Now, the first in their new monthly incarnation of 30 For 30, taking you behind the curtain of the mysterious baseball legend:
The BBC gave viewers a look at the more personal side of Will Smith with a recent interview. They got some great stories out of him, as he let down his guard, and they even convinced him to perform the Fresh Prince Of Bel-Air song on the spot. Moments that candid, and fun, are hard to come by, and it’s no wonder the BBC is stretching it for extra mileage by taking it online–and audiences are sharing it like crazy: