I’ve written before about creating content that people want to watch that supports what you are trying to do as opposed to a commercial, which most people will actively choose not to watch. A great example is flight safety presentations. For live presentations, Southwest has always raised the bar with flight attendants adding humor and context to the usually staid presentations, but the “rapping flight attendant,” was a serious success. Millions of people choosing to watch a flight safety presentation when they aren’t even on a plane.
Last week, I flew VirginAmerica for the first time and was impressed with their flight safety video that reinforced their brand and attitude while still getting the necessary points across. Good, but not Southwest good.
I thought this was the height of getting people to watch something that they feel they don’t need to, seriously, we’ve heard the presentations hundreds of times, but this was good. Then, I heard about the Air New Zealand flight safety video. Wow.
What are you doing to take the content that you have and making it worth watching?