Mar 18, 2013

Advertising trends point to sharability as a must

Tony Treadway

We recently completed field production on three television campaigns for one of our retail clients and one of the key drivers was sharability. What kind of legs will the investment in the ad have in pushing the message further through online or social media is a key driver to success.

Because third party endorsement and sharing with friends is so important to delivering an advertising message beyond paid placement, creative teams must include the ‘sharability’ factor in everything they do in concepting advertisements. Last week, we began the process for developing the implementation plans for the three commercials. A couple great examples of sharable ad campaigns involves Volkswagen and Corning. For Volkswagen, a pint-sized Darth Vader set advertising history by driving the most shared ad in television history.

Launched one week before its premier during the 2011 Super Bowl, the TV spot earned a million views before the game and is now approaching 58 million YouTube views.

For Corning, the company known for developing advanced glassware, a video developed for a sales presentation actually sparked a companion television commercial. Called “A Day Made Of Glass”, the video was so amazingly sharable, Corning had to do more with it. The five minute video has more than 21 million views.

If you are developing and advertising campaign, make sharability the new determining factor in your concept development. In the meantime, we will keep our eye on the opportunity for our clients.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.