Hitviews Pro: Club Penguin Gangsters. Hide Your Computer. - Walter Sabo - MediaBizBloggers

amp160Club Penguin wwwclubpenguincom is a brilliant online community designed by a diabolical group of people in Kelowna British Columbia Canada The usual metrics shouldn39t apply to successful software If your company doesn39t have a Club Penguin subscription for six bucks a month well you39re out of the loop Almost fiscally irresponsibleClub Penguin members39 select a penguin and then they take it through various challenges and activities Participants play to win coins The coins allow members to buy furniture clothes igloos pets props and beauty treatments for their penguin Club Penguin challenges are not easyINTERACTIVE ON EVERY LEVELClub Penguin is interactive theater Theater is not accurately measured in meaningless terms such as quotUnique viewsquot quotviewsquot quotattentionquot quotTime spentquot quotdaily reachquot All of those labels are great if you39re running a newspaper in 1952 a radio station in 1983 or a Web site in 1994 But today studying those creaky metrics is a hobby for bankers but won39t tell you if a Web product will sell your product Club Penguin could sell ANYTHING Just ask a parent whose children are addicted to itCLUB PENGUIN TURNS CHILDREN INTO COMPUTER THIEVESClub Penguin fans will go to any length to steal your computer from you to win coins for igloosAnything They will scream stomp feet cut school and pretend to give up other luxuries just to play Club Penguin One wellknown 7 year old who goes by the name of Dorothy actually gets up an HOUR EARLY before school just so she has more time to play Club PenguinShe is not alone Their numbers are vast About 17000000 impassioned gangsters a month enter the Club BUT and here39s the key the Club requires absolutely no adult supervision or explanationsPARENTS39 REPULSIVE SECRETAfter the children have been yanked from the grownups39 computers and sent off to school many parents harbor a secret life They go to the Club while at their jobs to win extra coins for their precious onesThe measurement of passion among Club Penguin fans is far more vital than viewzzzzzzTHE METRICS OF PASSIONFantasy OTX survey question quotHow often have you had to fight to get the computer back from a person using XX softwarequotMembership in Club Penguin is coveted prizes are shared with friends peers and ultimately superiors want to join the fun What a fertile place to put your product message right You can39t No ads Subscription onlyWouldn39t it be great if a brand could find that level of passion in an online product that would take advertisingWHICH LEADS US TO SXEPHIL iJUSTINE WHAT THE BUCK THEHILL88 AND KATERS17SHOWS they are called shows amp8211 drive audiences to passion and action Sales action Online the most watched shows are not produced by ABC or CNN they are created by webstars with names like Shaycarl and Community Channel This elite group of webstars attracts FANS who watch their videos passionately for hours Their online videos are short about 4 minutes Typically they produce skits or driving commentaries You can see them on numerous sites that allow video uploads their own sites or samples at wwwhitviewscom Their fans request their shows receive email alerts about new shows and are waiting in their seats for the next webstar appearanceYEAH BUT ARE THEY BIGGER THAN OBSCURE CABLE WHERE WE WASTE MOST OF OUR MONEYThe average webstar video pulls over 300000 views in less than a week 99 of all online videos receive fewer than 300 lifetime views The top stars have attracted an average of over 200000000 cumulative lifetime viewsUnder the right circumstances the webstars will place a brand message or product within their videos Nope money is not necessarily the deciding factorThe fan passion level is the same or higher than the fan passion levels found at Club Penguin Just like Club Penguin webstar shows are shared with friends On average 10 of the audience writes amp8211 either a comment or question Super Bowl ads do not get that volume of fan mailDemographics You select Location Name itHitviews is a company that works with brands to put their messages and products within online webstar shows The stars shape the brand messaging so it is attractive to their audience The integration is seamless and entertaining The Brand becomes part of the fun rather than part of the hostile landscape defined by quotskip advertisementquot or an X in a circle No you can39t do it yourself Webstars are hard to contact they use a unique language and 99 of the few brands that have tried it themselves have had bad resultsOLD METRICSTypically a Hitviews39 webstar campaign pulls several million views Some campaigns have had a 68 click through rate to Web sites via embedded links Others have had a 30 conversion rate of audience webstar viewership to sponsored sites Many brands have used webstars to launch movies albums and new consumer electronic products amp8211 or just to get a cool buzzTRUE METRICS PASSION PIT OF PROFITBrand pioneers include Andy Pray of Ruder and Finn for TiVo Stephanie Gaines at CBS Television Network Devaunshi Mahadevia at MTV Bill Bradford at FOX and Edelman39s Microsoft teamTEST IT Test what Test that Don39t test product messaging withinonline webstar videos lock them up You wanna waste time on a test rather than investing in a million dollar campaign You39ll have to deal with herWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscom

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Hitviews Pro: Club Penguin Gangsters. Hide Your Computer. - Walter Sabo - MediaBizBloggers

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