From plain old Jin to JinnyBoyTV: A local, Malaysian boy goes big (Part 2)

 

Hello again! 🙂

As promised, here you go! The continuation of the article: JinnyBoyTV, who shot to fame by producing short films on his YouTube channel.

-> For Part 2, the focus is more on JinnyBoy’s video & how major companies like Canon & Samsung uses product placement as part of their digital marketing strategy by sponsoring them.

[Note: Product placement is a marketing concept where companies gain exposure for their products by reimbursing them to be featured in their films & television programs.This concept is especially common in American movies & TV series]

Ever since the allure of smartphones has taken its toll among societies worldwide, advertisers seemed to join the hype too. Bloggers are now tapping into this growing market & finding new and refreshing ways to make an income from their respective sites.

In a research done by PriceWaterHouseCoopers (PWC) –  in Australia alone, the spending through the online medium reached $1.83 billion as compared to $1.81 billion for television.

Here, we’re going to explore how marketers uses JinnyBoy’s YouTube channel to advertise by tapping into the heart of their 470,461 subscribers.

Ding Ding Ding…Here comes the fun part!

#1 Pixie Lott’s concert promotion LIVE in Malaysia. 

 

British born singer, Pixie Lott uses JinnyBoy’s Youtube channel to promote her concert in Malaysia by offering a special contest to win her concert tickets. Pixie’s management team  knows in order to lure the attention of the local she needs to make use of the local media.

Not just any media, but one with the right group of consumers. The age range of Pixie’s consumers are about the same as JinnyBoy’s consumers which comprises of urban, English speaking young adults.

Pixie has the potential to increase the number of sales of her concert tickets by promoting it through JinnyBoy, a local Malaysian YouTube blogger.

 

#2  “Asians at work” : A video to promote Canon’s new range of cameras including DSLR with special appearance from Greyson Chance!

 

To really capture the consumers’ attention regarding the new range of Canon’s cameras, JinnyBoy & his team decided to take the advertising technique to the next level.

As shown in the video above, JinnyBoy used tons of silly, hilarious scenes to appear different from the mainstream ads that you can see on TVs. (I mean, who here doesn’t feel sick of watching the same old traditional way of advertising in TVs or YouTube?).

JinnyBoy set up a different scenes in each segments of the video. The 1st one is Asians at work, where he introduces a lot of silly ( & funny!) pose a cameraman can possibly pick to tackle the right angle.

2nd, there’s the camwhore theory where the video showcased 10 possible pose an a girl can have using her Canon camera. 

Lastly – the most special one, the video features American singer-songwriter, Greyson Chance where he too adapts the typical Malaysian tradition of capturing the image of the food & used lots of silly hashtags before he eats them.

 

#3  “Typical Malaysian drivers” : To promote the new Ford Focus car

 

In this video, JinnyBoy  is REALLY funny probably because I’m a Malaysian myself & I can relate to this situation all too well. He showcased a range of possible ‘situation’ where most Malaysian drivers went through including listing the many ‘types’ of Malaysian drivers.

Notice that Ford’s Focus car was featured prominently in the video & JinnyBoy even provide an end-credit to promote Ford’s new car.

Clearly, Ford had made a special sponsorship arrangement with the JinnyBoy team to advertise their new car because of their similar target consumers.

 

The end credit of Ford Focus as seen at the end of JinnyBoy’s video

 

 

#4  “Today’s Generasi” : Promoting Samsung Galaxy Note 

 

First of, the word ‘Generasi’ is Malaysian’s word for ‘Generations’.  JinnyBoy featured the current typical trends of the young adults in not just Malaysia actually, the whole world seems to be in the ‘social media’ trends too thanks to Facebook, Twitter and Instagram.

Here, JinnyBoy showed how current ‘generasi’ of young adults use Facebook’s poking technique to flirt with the opposite gender, far different from those years where long, sappy love letters used to be the in-thing.

Notice that Samsung’s Galaxy Tab (equivalent to Apple’s iPad) was positioned prominently in this video. This was all part of the marketing strategy that Samsung used to advertise.

This short film was an example of what JinnyBoy wanted his subscribers to do: By entering a competition. How? By posting one video that depicts one generation, be it the current ones or the from the previous ‘heydays’ era. By participating, contestants stand a chance to win a Samsung Galaxy Note!

 

#5 “Priorities” : Featuring British singer Joe Brooks!

 

Okay, I have to admit, this video doesn’t have any digital marketing concept in it. In fact this video was to spread awareness of the danger of  the procrastinating habits among school students sitting for their final exam (Equivalent to Australia’s Year 12 exams).

But I just included it here anyways because well, he’s cute (Hey, I can do whatever I want, right? It’s my blog after all). It’s hilarious too!

So there you go folks! How product placement in a simple short films of a YouTube blogger can provide tremendous impact on either brand recognition or brand awareness.

These are all crucial in digital marketing.

 

#Bonus!

As a bonus for all you potential marketers out there, here’s a short tutorial video featuring JinnyBoy & his partner, Reuben on how to make a viral video. Check it out & enjoy!

 

Bonus #1: How to make a viral video

 

Bonus #2: Since Malaysia has been wrongly misinterpreted these days (due to some unfortunate incidents) here’s a video to clear out your judgements!

Beware, it’s really funny 🙂 Psst, special celebrity include Mark O’Dea!