Frank Strategies: The Blog


Dooley’s Pants
September 16, 2011, 10:34 am
Filed under: Marketing, Online Video | Tags: , , , ,

I just ran across this video on Facebook, where a couple of my friends back in Tennessee have posted it. This is such a great example of producing original, top-quality video content to market to a highly targeted audience.

Folks in East Tennessee bleed orange for their Vols this time of year, so there’s a highly receptive audience hungry for material like this. The video was produced by the University of Tennessee Athletics Department, but it looks like it’s sponsored by the UT Medical Center. It obviously has nothing to do with health care, but that’s beside the point. This video played on the huge HD replay screen at Neyland Stadium last weekend, so that’s about 100,000 views right there — add in the additional hundreds of thousands that are likely to see it on Facebook over the next few days and you’ve got a great, cheap piece that makes an emotional connection with the University’s fan base (and potential patients.)

Good job, Tennessee. Now I hope the team and the coaching staff show as much creativity and imagination on the field against the Gators tomorrow.

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