Google’s got a shiny, new toy for brands to use, and they’ve selected TRESemmé as their lucky guinea pig to offer it to viewers.
The shiny, new toy I speak of is the ability for YouTube watchers to see details about products featured in videos, and help them purchase said products.
As Danielle Tomassini posted on the Google Retail Blog,
To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience. This new channel gadget will enable shoppers to seamlessly move from browsing how-to videos and featured products to finding which retailers carry them, check availability, compare prices and make a purchase, all with fewer clicks than today.
There’s no telling what TRESemmé did to score this demonstration partnership. But if it’s successful, it would be a win-win for both parties. TRESemmé gets more sales (which is always the bottom line), and Google gets more brands jumping on the bandwagon (also more sales).
Whether or not ANY brand is welcome on the bandwagon is another story. If there’s a point of entry that’s not accessible by smaller companies, well, that would be very mean. Here’s hoping it won’t go that way.
I don’t think anyone in their right mind truly enjoys vacuuming. But this campaign by Electrolux is a cute little angle to take.
If you find yourself wondering how this is possible, it has to do with the promotion of a newer (and quieter) feature of the product. As PSFK reports:
“The program was also developed to go with the brand’s UltraSilencer, their quietest vacuum cleaner, which makes it possible to turn a vacuuming session into a moment of informal meditation.”
It provides soothing music tracks for you to zone out to as you push that thing around the house, available on Soundcloud, iTunes, and Spotify.
I don’t know that I’d make use of this, but I have to commend Electrolux for backing such a unique idea. Let this be a reminder to us all that there is always a unique perspective to be taken, that good ideas often spring from “bad” ones, and that a campaign doesn’t have to be flashy to work.
More and more, we’ve seen (and will likely continue to see) campaigns like this as more of an accessory to the product than a direct callout to the product itself.
Admittedly, we’ve also seen a lot of randomness in campaigns that are perhaps not as connected to the product as they could be, should be. But if we can make them jive together to help product meet people, good things are bound to happen.
Designed and developed by the architects at Herzog & de Meuron and art collector Robert Wennett, the building has space for nearly 300 cars as well as restaurants, bars, department stores, and events like concerts and fashion shows. So far 1111 has transformed to hold weddings, wine tastings, and yoga classes, all while providing a gorgeous view of the city with its 34-foot-high ceilings and sparse exterior walls.
More and more architecture like this is making its way from paper to pavement, and if you ask me, it’s a sight to behold.
It’s fascinating to think that the same physical structures we’re used to seeing in fixed and permanent states are starting to shape themselves around us and the way we use those spaces.
We don’t think so much about this principle when we’re browsing a website on an iPad or watching a show on a wide screen TV, but this is really the same principle. If I can adjust the size/shape of my browser, any words and images that can be optimized for that view, should be.
This is a far greater extension of that, but the simple lesson to be learned here is that tailoring your browser, building, service, or business to suit the person on the receiving end is an extremely powerful thing.