Just after reading in the Sunday Times about the videos below. Red Bull have commisioned Cedric Dumont to do a freebase challenge around Ireland which will be completed this week when he undertakes his fourth challenge in the Aran Islands tomorrow.

The videos illustrate why YouTube is a great PR tool and how it can be used as a medium to communicate with the youth audience.

As I’ve said before:

Brands wishing to associate themselves with the illusive teenage audience are creating sponsored entertainment content such as extreme sports videos in order to connect with the target audience. Importantly the medium of the Internet allows them to do so at a fraction of the cost of television sponsorship.

B.A.SE. – B For Building

B.A.SE. – A For Antenna

B.A.SE. – S For Span

Again I have to voice how media organisations are losing out online by not linking to the content they are referring to. In this case the Sunday Times could have embedded the videos into their story online, but didn’t. Why people seem intent on not giving their audience a much richer experience is beyond me.

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2 Responses to “Red Bull publicity stunt illustrates why YouTube is a perfect medium to talk to the youth audience”  

  1. 1 fmk

    piaras: re “In this case the Sunday Times could have embedded the videos into their story online, but didn’t. Why people seem intent on not giving their audience a much richer experience is beyond me.”

    there’s a two-fold answer.

    1) the online content is a simple re-purposing of the off-line content. there should (in the minds of those who run these sites) be no additional cost in putting it online, online is just a by-product, not the primary product;

    2) the software that runs these systems (usually vignette for the main newspaper sites) was designed before things like blogs and video content were part of the online mediascape, and so doesn’t handle this content very well.

    (this software problem is itself creating a new problem as some organisations race to catch up with the ever-changing online mediascape. take, for example, the technologicial mish-mash that the guardian site has become over the last year or so, with different software solutions being plugged in to do different tasks, and none of them communicating with the other software solutions – try doing a content search of the paper *and* the comment is free blog.)

    oh, and there is a third reason for the sunset times not to link to youtube videos. rupert murdoch would prefer to see myspace videos being plugged than to see a competitor get the traffic. don’t forget, he did try to pull youtube content from myspace. to be honest, i’m surprised they even mentioned them.

  2. 2 Piaras

    Interesting points

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Piaras Kelly
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