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BizReport : Trends & Ideas : May 20, 2010

(RED) taps VideoEgg for documentary launch

(RED), the awareness arm of the Global Fund, has tapped VideoEgg to help deliver an engaged and interested audience to its launch of a new documentary, "The Lazarus Effect". The documentary chronicles the lives of four African people dealing with AIDS. The partnership also marks the beginning of a new VideoEgg campaign, which will track and display engagement stats.

by Kristina Knight

The campaign will run online and on mobile devices and will feature different ad products as well as celebrity PSA's and creative services to push awareness of the documentary. The partnership is one more option that brands have in the cause marketing arena; assisting or lending value in some way to a cause pushes brand recognition and awareness according to recent research.

Called "Action Starts With Attention", the Video Egg campaign platform tracks how many seconds of the (RED) documentary are delivered to the viewer, engagement and impression information as well as total video views and secondary actions. This type of information helps the advertiser, whether a non-profit organization or for-profit business, determine what areas of a campaign are engaging (or not) to the consumer base.

"We are excited to work with VideoEgg to use their platform in new ways to drive tune-in for this film." said Chrysi Philalithes, Director Digital Strategy & Marketing at (RED). "The Lazarus Effect' delivers an important message - Every day in Africa, 3,800 people die from AIDS, needlessly. AIDS is a preventable and treatable disease. Two antiretroviral pills that cost around 40 cents a day, can help transform someone in as few as 40 days. The ability to run a targeted video campaign online that allows us to reach millions while accurately measure how people are engaging with our brand and message, is very powerful."

The documentary airs on HBO Monday, May 24, 2010 at 9 PM and then launches online, through YouTube, at 9:30 PM that evening.

Tags: (RED), cause campaign, cause marketing, The Lazarus Effect, video advertising, VideoEgg

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