A good magician never reveals the secrets to his magic tricks. But a good TV marketer knows there’s value in showing viewers some of the tricks of his trade. And while most people are content not to know how the magician pulled a rabbit out of his hat or sawed a woman in half, most […]
A good magician never reveals the secrets to his magic tricks.
But a good TV marketer knows there’s value in showing viewers some of the tricks of his trade. And while most people are content not to know how the magician pulled a rabbit out of his hat or sawed a woman in half, most nearly everyone wants to see how they did that scene in the movie or the video.
Video editors are wizards, capable of seamlessly combining real video with computer-generated graphic animations. They may not wear pointy hats, carry staffs or wear well-worn cloaks when they do their magic in the edit room, but it’s wizardry just the same.
And Steve Riley, brand manager at WSB, Cox’s ABC affiliate in Atlanta, thinks giving viewers a peek at some of the steps involved in creating the station’s promos is another important marketing concept.
“These efforts are getting our team thinking about what must be a part of today’s marketing strategy,” says Riley.
“A TV spot is no longer the single-source answer to branding your station. It’s digital, social, mobile and TV.”
Television production is extremely interesting, not just to the people who create it, but to those who watch it. So why not allow viewers, via another screen like YouTube, to sit in the edit suite and see how it’s done?
“The ‘how-they-made-it’ animation breakdown clip, along with a ‘behind-the-scenes’ of making our 11 p.m. promo,” says Riley, “begins our foray into generating content for YouTube, content that markets in a new and different way than the standard image promo.”
“These two videos support the marketing campaigns by ‘revealing’ elements behind a promo that provides viewers a way of traveling along with an interesting part of the creative production world.”
So add a heavy dose of Facebook and mix in your “behind-the-scenes” video, and sit back and watch the marketing magic begin.
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