Last May an obscure DJ named Harry Rodriguez released a track for free online. In February this year, that DJ – whose stage name is Baauer – suddenly found that his track, The Harlem Shake, was the centre of seemingly everything on YouTube. Even we had a go at it…
The Harlem Shake is an extremely good example of how powerful video can be. From a standing start, when the first recognisable ‘Harlem Shake’ was uploaded to YouTube on 2 February, the amassed views of spin-off videos has reached well over 175 million. All in less than a month.
The result of all this fancy-dressing, bad dancing and dubious use of office furniture is that Baauer stands to make a substantial amount of money. This includes revenues from YouTube, increased downloads of his once-obscure track, and international exposure which even the world’s best PR agency couldn’t generate.
There’s a wider context to all this apparent nonsense. Clearly, video is a powerful tool which can generate income if used effectively – whether you have a viral sensation or not – and this applies to car dealers as much as any other industry.
We’ve seen some brilliant examples of dealers using videos effectively to market products, increase their brand awareness, help customers through maintenance tasks and to simply have fun. Jardine Motors, for example, has had great success with a video created for its McLaren London operation. Promoting the MP4-12C and its Spider counterpart, the GForces’-produced video promotes the product with great camerawork and the eye-catching location of London at night.
Wessex Cars uses video as an ingrained part of its digital strategy. All used cars that they have in stock are filmed, using NetDirector CitNow , to show and talk potential buyers through the car’s all-round condition in a way that couldn’t be captured with photography. This video walk-around, combined with a ‘reserve now’ function and holistic car data, means that a customer need only come to the dealership to take a test drive and sign the paperwork.
‘Wessex Vision’ is a scheme which also enables Wessex Cars’ vehicle technicians to talk a customer through their vehicle health check – showing them, via the internet, exactly what work (if any) needs to be carried out and why. This transparency helps build trust with customers.
SMC Cars uses video to demonstrate the talking points of new cars it has in the showroom. This lets a the watcher gain a far better view of a potential purchase as – for example – seeing load-space ‘live’ is far more tangible than looking at a figure on a spec-sheet. And if a car looks like it suits them, a customer is far more likely to make an enquiry.
Many other GForces clients use video in a similarly effective manner, driving customers into their businesses, building their brands, and enhancing trust. Some have also done their own versions of the Harlem Shake. It’s debatable how much custom this will generate, however.