OK Go, a rock band from Chicago, Illinois, would be hard pressed to make it to the airways of your local radio station, but yet everybody knows about them. Despite being a rock band, they’re better known for their obscure music videos than the songs themselves. With almost 6.5 million views of their latest video since it was uploaded to YouTube a little more than a week ago, it would be an understatement to say it was a successful launch. However, can a band, or better yet a product, survive on video appeal alone?

My gut tells me no. I mean really, with so many different mediums penetrating consumers’ minds, how could your message break through with just one? Well, it has to do just that – break through – it has to stand out, be memorable, sticky, something! There are hundreds of ads running simultaneously on television and billions of videos on YouTube; if you want to attract/retain viewers you have to give them something worthwhile to watch. If it’s not the most attractive video on the web/tv you may not get the number of views you would for something that’s eye catching, but that doesn’t necessarily mean it won’t be successful. If you add value to your video, tangible or intangible, people will pay attention. Two examples that come to mind are the Slap Chop and Doritos Guru contest.

When the Slap Chop commercial was first put to air, the star, Vince, was so brash over such an insignificant product it was hilarious (who actually needs a product that will chop baby carrots, or save you a dollar on toppings at the ice cream stores?). This generated significant buzz, led to numerous parodies, sparked explosive views on YouTube, and ultimately drove sales single handedly.

Doritos, on the other hand, did not have the same must-see appeal with their Guru promotion, however they added notable value by offering $25,000 + 1% of all product sales for their grand prize. Not only did this inspire thousands of people to create commercials for Doritos resulting in millions of views, but it also increased sales by 25%, and provoked a second similar campaign in 2010, Doritos Viralocity.

All this tells me that my gut has deceived me, well sort of. Yes, a commercial or YouTube video can be launched successfully and generate substantial buzz for a band, product, or individual. However, in order to establish a brand and be a true rock star in your industry, you need more than a short video and millions of viewers.

The video may have killed the radio star, but it didn’t crown the rock star.

After spending four years completing his Bachelor of Business Administration in the thriving metropolis of Antigonish, Nova Scotia, Dorian decided to explore other major cities around the world. Although sporadic trips were exciting, the novelty of serving double tall lattes faded fast. Thus returning to his native Halifax was a no-brainer, as too was his decision to pursue his passion in advertising. However, when Dorian isn’t crutching around the office, he enjoys relaxing with friends and taking in the best sounds and suds Halifax has to offer. You can find anything from Jazz to House music on his iPod… just not the Jonas Brothers.