S15 課文補充 YouTube's advertising effect - eight years after its birth

Since YouTube was founded back in 2005, the site has gone from a nice-to-have to a must-have for advertisers in eight years.

It’s not hard to see why. As the third most visited site on the internet YouTube now has over one billion unique users a month, and sees over 100 hours of video uploaded each minute.

In terms of the impact that YouTube has brought to video campaigns, there are probably several prevailing trends.

A quick look at big-hitting campaign videos that went viral such as

Evian’s ‘Roller babies’   

or

Blendtec’s ‘Will it blend?’

show the kinds of numbers that brands using YouTube as a platform to entertain can achieve. But there’s more to it than that. As research from the Evian campaign showed (up to 80% of people who watched the clip wanted to talk about it, and over 65% wanted to share it), YouTube can be an incredibly powerful platform to house the ammunition to ignite word of mouth.

As with any format, YouTube takeover for ‘Wario Land: Shake It’ in 2008, which shook the whole page, destroying the headlines and captions as it did so: it still holds up as a good example today.

https://www.youtube.com/watch?v=KHEtj5T6OQ4

The flexibility of the platform was used to perhaps even greater effect in 2010 by Sylvester Stallone’s movie ‘The Expendables’, and gave a taste of the guns and explosions-ridden film. It also showed that an emphasis on production values was becoming more important and, with a Hollywood star playing the lead role,

https://www.youtube.com/watch?v=UKc_P6iLVwA

The technique drags the viewer deeper and deeper into the story, which works as a strong metaphor for the issue at hand, and creates an immersive linear storyline. – a trend also used powerfully by Dove ‘Evolution’ back in 2006.

https://www.youtube.com/watch?v=iYhCn0jf46U&html5=1

It’s impossible to say what the most impactful advertising video on YouTube is as they all have different objectives. But the Old Spice responses campaign will always stand out because it combined all the trends to dramatic effect.

https://www.youtube.com/watch?v=dfqlVi5DGuo&list=PL484F058C3EAF7FA6&index=13

With results like that, it’s not surprising that YouTube has become a must-have element in video campaigns.

S15 科技新知 Wearable Camara

Wearable and flyable

Intel (英特爾)
「穿戴式裝置產品設計國際挑戰賽」第一名由Nixie團隊所設計的一款既可戴在手腕上又能飛行的攝影機奪冠，抱回50萬美元的獎金。結合了目前最流行的兩項功能,

Selfies自拍 和 wearable 穿戴

We are living in the age of the selfie. Just about everyone with a smartphone is taking mindless pictures of themselves doing nothing and posting them on social media websites like Twitter and Facebook. Some people have decided to see how famous they can get by taking selfies with celebrities or doing dangerous things like rock climbing.
　　Now, a new company called Nixie is taking selfies to the next level. Nixie combines drone technology and selfies into a wearablecamera on a wristband. If someone is skateboarding off a ramp, for instance, they can undo the Nixie on their wrist and it will film or photograph the action. What is even more amazing is that Nixie can follow the owner while it films the action and then fly back to the owner when it is finished.
　　Now, it is only a matter of time before Nixie helps you take the coolest selfies on the Internet.

Question:

1.What is Nixie?

2.When will the Nixie fly?

3.Where do you ware the Nixie?
4.Who wants to use Nixie?