{"id":2139,"date":"2009-03-02T13:47:55","date_gmt":"2009-03-02T18:47:55","guid":{"rendered":"http:\/\/www.videoproductiontips.com\/?p=2139"},"modified":"2023-10-26T19:12:13","modified_gmt":"2023-10-27T00:12:13","slug":"online-video-marketing-the-cisco-campaign","status":"publish","type":"post","link":"https:\/\/www.videoproductiontips.com\/online-video-marketing-the-cisco-campaign\/","title":{"rendered":"Online Video Marketing: The Cisco Campaign"},"content":{"rendered":"

A few weeks back, I came across an online marketing video produced by Cisco that I thought was superb.\u00a0\u00a0 You can read my original post about the Cisco video here.<\/a><\/p>\n

I wanted to follow up with the Cisco folks and find out more about how the campaign was created and what kind of results they saw.<\/p>\n

I spoke with Melissa Mines, a manager with Cisco Systems.<\/p>\n

1.\u00a0 What was your goal for this campaign?<\/strong><\/p>\n

Overall, the goal was to drive market interest and engagement as Cisco introduced a new router (ASR 9000) into the market.\u00a0 We wanted to do so in a creative way that showed a little of the creative and fun side of the Cisco personality. As with the recent ASR 1000 launch, we used Web 2.0, collaboration and social media tools to develop a Virtual, Viral, and Visual launch that efficiently and effectively reached our customers, investors, press and analysts. The videos on techedgeweekly.com<\/a> created a fictitious scenario with a “reporter” bumbling his way through the halls of Cisco attempting to get the “scoop” on a big launch from some of our top executives. The series reveals hints and humor along the way.<\/p>\n

2.\u00a0 Could you please give some specifics of how the final campaign was structured?\u00a0\u00a0 Wasn’t it five different videos?<\/strong><\/p>\n

The Tech Edge Weekly video series included 5 separate videos. All were less than 3 minutes long.<\/p>\n

3. \u00a0 Had you done anything like this before?<\/strong><\/p>\n

Yes.\u00a0 As a continuation of our market engagement around the ASR 9000, we released a fun “love note” in the market. Also, in order to showcase the contrast between a Connected Life and the alternative, we developed a series of videos to show how a couple is affected by bandwidth issues. Finally, we’ve recently developed some mobility-centered videos aimed to articulate various aspects of the Cisco mobility story – showing that the network is what’s most important.\u00a0 Be sure to look at the at-home, on-the-move and out-takes from the series on this channel.<\/p>\n

4.\u00a0 Why did you decide to conduct the campaign in the manner you did?<\/strong><\/p>\n

We decided to go with this approach for a few reasons.<\/p>\n