Objective: Symantec Corp. needed a way to get business customers to download a copy of “7 Steps to Windows 7,” a resource kit about using its products to migrate to Microsoft Corp.'s Windows 7 operating system.
Strategy: The software company created two funny videos, posting them on its own video assets site and on YouTube. The posting was supported by an e-mail campaign as well as a blogger outreach.
Results: The video had more than one million views in under seven days, the company said. Based on unique views recorded by YouTube, the video has had a 5% click through to a landing page.
How is driving cattle similar to migrating to a new operating system? Symantec Corp.'s latest marketing campaign is showing people—literally.
Microsoft Corp. this past fall released its newest operating system, Windows 7. As a result, Symantec needed a way to show its own customers—business technology users—how its software could benefit those considering an upgrade. But the company, which sells products that help companies migrate, protect, back-up and manage systems and resources, needed to find a way to distinguish itself from the pack. After all, many software developers were rolling out Windows 7 products, including Symantec's competition.
“How do you start to discuss what Symantec can do for Windows 7, and do it in a unique way, while at the same time communicating the fact that we've helped customers with [migration] in the past and we could help them get through the process more easily?” said Michael Parker, Symantec's VP-interactive marketing. “For us, the answer was: Show them.”
To that end, the company devised a multichannel campaign that included online video, a data sheet, a white paper, Facebook promotion, search and a special landing page on the company's Web site. The video assets—two humorous videos that have been posted on the company's own SymantecTV video site as well as YouTube—show cowboys driving a heard of computers, laptops and servers in the desert. Parker wrote the script and shot the video with the help of creative production house GB Films.
“We wanted to show how people, using our software, could move a large number of units with a small crew,” Parker said.
Those who view the entire one minute and 20 second video clip on YouTube are presented with a link that brings them to a landing page where they can watch an unedited version of the video and download all or part of a resource kit—7 Steps to Windows 7.
To promote the video, Symantec used Twitter and its Facebook fan page (which has a YouTube tab on its page), and reached out to partners, customers, influential journalists and bloggers via e-mail, Parker said. “Our motto is definitely: "Take our video, please.' It's a big part of our strategy,” he said.
It seems to be working. The Moving to Windows 7 video was posted on April 18. The video had more than one million views in under seven days, the company said. Based on unique views recorded by YouTube, the video has had a 5% click through to a landing page.