Your Latest Picture
You might think that if you enjoy great success with your first video, you've got it made. You've got an instant, loyal audience who will return for each subsequent video. As they say in Hollywood, you're only as good as your latest picture. Domino's ran a five-video campaign featuring a 16-year-old girl wigging out because when her father bought her a new car, he chose the wrong color. The rest of the videos feature her talking to her webcam about the incident. Only in the fourth video is the Domino's connection exposed. Consider the viewership a month after the campaign began: The initial video had 351,000 views, and the fourth video had 9,790 views.[76] For every 100 people who saw the first video, less than 3 viewed the ...
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