Monday, December 26, 2011
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You can slice and dice online video-viewing data in about a billion different ways. Here's another interesting one—the 10 brands from the Fortune 500 that had the most online video views in 2011, courtesy of Visible Measures. Two of the companies, GE and Ford, are in the top 10 of the Fortune 500 itself—the epitome of sheer size and viral marketing reach combined. Google, which is No. 92 on the Fortune 500, tops this list—largely thanks to its celebrity-studded Chrome campaign, featuring Lady Gaga among others. The player hitting the most above its weight here is Corning, which is No. 350 on the Fortune 500 but had the 10th-most online video views this year, almost all of them for its famed "A Day Made of Glass" video—a real one-hit wonder. (A methodology note from Visible Measures: "The views refer to what we call the True Reach of a brand. We track the original videos that the brands and agencies upload for campaigns as well as copies and derivative content that audiences post across the Web.") See all 10 after the jump.
Fortune 500 rank: 350
Total video views: 16,479,332
Top campaign: A Day Made of Glass
- Best Buy
Fortune 500 rank: 47
Total video views: 16,808,022
Top campaign: Ozzy & Bieber
Fortune 500 rank: 6
Total video views: 19,215,436
Top campaign: Tag Your Green
Fortune 500 rank: 70
Total video views: 19,821,874
Top campaign: Siege
Fortune 500 rank: 10
Total video views: 21,135,468
Top campaign: Fiesta Movement
Fortune 500 rank: 116
Total video views: 23,984,890
Top campaign: Goodbye 1984
Fortune 500 rank: 38
Total video views: 41,894,378
Top campaign: Megawhoosh (Make It Possible)
Fortune 500 rank: 35
Total video views: 63,314,155
Top campaign: Introducing iPhone 4S
Fortune 500 rank: 135
Total video views: 64,308,331
Top campaign: Back for the Future
Fortune 500 rank: 92
Total video views: 78,721,389
Top campaign: The Web Is What You Make of It
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Brotip #1202: If you can't think of a badass idea, take an old idea and do something badass with it. Here's how to build a new media empire in "Entourage" nation.
We were talking about him and we were like, dude, this is our guy: We need Mark Cuban," says Mossab O. Basir, the executive director at Brotips Media, a year-old company that writes wisdom in social media, like fortune cookies for bros. "We're Entourage's number-one fans. We've seen Turtle struggle to get Mark Cuban. Mark's a bro, right? He's totally a bro. He's good times like that. He's the perfect guy to stand behind us. Literally, I flipped him an email with our story and a quick sales pitch, and that's where it started. And we went back and forth until we reached a mutual agreement."
Cuban signed on about three weeks ago, and now sits on the Brotips board. (Though in typical Cuban fashion, nobody from Brotips has met him, or even talked by phone. It's all email.) The dudes are excited. They're planning for exbronential growth.
And Cuban's pumped, too. "I think it is riding a cultural wave that is very leverageable on multiple platforms," he says in an email to Fast Company. "The guys have really captured a huge fan base and they have significant and multiple revenue opps."
How much did he invest? "1 billion dollars and 17 cents," Cuban writes.
Seriously, bro? No. Way.
Brotip #1: There's a 99% chance that you're awesome. Act like it.
Brotips started, like so many bro adventures, because of a girl. Some guy at Emory University had failed to score in the way he'd hoped, and he took to Facebook to vent his frustrations. It got real, man. Ugly. People were talking. That's when freshman Dominique Barfield left a little message--that "99%" line--on the offending dude's wall.
Within 12 hours, 140,000 people had repeated the line on Facebook, Twitter, and Tumblr. Barfield and some friends were like, whoa! They wanted to seize the bromentum, so they launched a Tumblr called Brotips, and started writing more tips--wisdom to build a better bro. They were brolific. Traffic grew. The team launched a Twitter and Facebook page, capitalizing on the brotential of what they were doing: They'd become a media company that produced little tips for big bros, content designed to be easily shared.
Bros get a bad rap, says Yousef Khraibut, one of the founders. He wants the site to take "bro" back from the Jersey Shore, to make men proud to be bros: "An ideal bro is a guy who wants to live life in a way where they're constantly positive," he says. "Instead of a bro being a male who's a douchy, alpha, misogynistic person, a bro can literally be anybody--despite race, gender, or sexual orientation--who wants to remain kick-ass throughout their life, in an extremely positive level.
Turns out, that broclivity was good for traffic. Fifty-five percent of Brotips users are female, because they like the example it sets. The site recently published Brotip #1358: "Meet me at nine," does not mean, "leave your house at nine." A lot of women retweeted that one. "They want guys to see that. So it's like, 'Oh I wish my boyfriend was more like this,'" Khraibut says.
By May, the Brotips team needed someone with business acumen to manage this growth. Khraibut thought back to Basir, who'd worked in marketing at Intelligent Mechatronic Systems when Khraibut was an intern there. "He talked to me about the site for a week," Basir says. "I kept ignoring it. But when he showed me how many visitors he had, I said, What!?"
Brotips has more than 250,000 Facebook fans (and 18 million page views), 400,000 Twitter followers, 300,000 Tumblr users, and 2.5 million visits per month to Brotips.com.
Basir signed on. Now Brotips is a team of 11. Basir is 26 years old. The rest are in college, all under age 20, spread across America, Canada, and England. And they aren't all guys. There are four lady-bros.
Brotips isn't inventing advice. It isn't creating an audience. It's just found a voice that resonates with lots of stand-up bros, and it's built a big community purely on the strength of sharable social media--so now it's time to capitalize. Yesterday, its site Brotips.com got a major overhaul: It enhanced visitors' ability to share tips, and created space for advertisers. That finally gives it a home page to match its ambitions.
The team has plans. It's signed up with International Creative Management, which is busily shopping book and TV deals. It's launching apparel--your favorite Brotip on a T-shirt, say. And next year, it'll be starting a brobassador program, which will anoint people at colleges across the country to spread the word and host Brotips parties.
With Cuban, they now have cash and cache to execute their ideas. "We've only just started with Mark," Basir says. "There's a lot of big and good things ahead, hopefully."
Cuban has already given Brotips plenty of business brotips, Basir says. But what of Basir's original hunch--Mark Cuban, ultimate bro? We put it to him: "Mark, do you consider yourself a bro?"
"You have to search the tips to find out!" he wrote.
Always be closing, bro!