Originally published on The New Group blog on 7.6.09
Recent consumer research regarding online video consumption behavior combined with production trends expanding beyond the 30-second spot are ushering in a new era on the web for online video.
Where once it was thought that the Internet was not the venue for such content, apparently many of us are now choosing to watch longer-form online brand videos and short films. In this 12-minute piece the Schweppes brand only appears twice. The content is an engaging story. It would be great to hear from Schweppes how they measure the impact of this investment on their business. Did this increased awareness drive more people to go buy Schweppes sodas?
While not entirely new, BMW films being one of the best original examples, this new 12-minute film "Signs" from Schweppes is an interesting entry into this new era of longer-form online video.
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