Where’s the Benefit?


Five seconds into this video, you’ll be staring in slack-jawed wonder.

I’ve worked with several new businesses that don’t seem to understand the value of this kind of presentation. There are three reasons this video works really well:

  1. The benefit is clear. You see it once, and you “get it.”
  2. It’s novel. It looks like magic.
  3. There is no big setup. We go straight into the good stuff.

Companies that have products like this are really easy to market.

 

Brand differentiation done really well


The Alamo Drafthouse is an independent cinema chain in Texas that has a strict “no talking, no texting” policy. Recently a customer was ejected from the theatre (no refund was given) for repeatedly texting during the movie despite warnings. She called and left a long, rambling NSFW message detailing her experience. And then things took an awesome turn:

The theatre has turned it into a commercial!

It helps that the patron doesn’t come across very well, so she’s easy to dislike. The theatre pulls off this execution brilliantly.

You can’t watch it and not love the vibe you get from the theatre. A quick perusal of its Wikipedia page suggests that the cinema does a lot of other really interesting things to build the culture around its brand, and to separate itself from the competition. I would love to visit these guys—they seem to really have things figured out.

The Exorcist

A really clever little spot for XXXX (company name removed so as not to spoil the twist). This is the kind of fun work that inspires people to get into the industry. The kind of work that makes people in the industry shake their head at and say “I wish my clients would let me do work like that.”