case study questions
1. Why do you think Old Spice Guy was such a success?
2. How did the existence of YouTube contribute to this campaign?
3. How would you have used video search engine optimisation for this campaign?
chapter questions
1. Why should commenting on videos be encouraged?
2. What sort of personalisation would self-hosting of a video allow?
3. How do you feel social media affects video marketing?
4. What possible obstacles could a brand face when seeding a viral video?
13.9 references