Onderstaand artikel schreef ik eerder voor ViralBlog.com. Het artikel gaat over Monty Python dat door middel van een YouTube channel – en een geniale manier van aanspreken van de doelgroep – de verkoop van hun DVD’s aanzienlijk liet stijgen.
Movie industries fear the power of online video. No wonder, the content created with great effort and enormous budgets is being served for free to the entire world. Monty Python – a well known comedy sketch show [wiki] – gave a good twist to this ‘abuse’ of their content and even turned it into a big profit maker. This twist increased their sales by 23,000 percent.
With their genius approach, they converted regular watchers back into brandfans by increasing the awareness that the content is still available on DVD and even made them buy their own copy.
In November 2008, Monty Python released its own Monty Python YouTube channel. They filled it with a lot of content (not all of Monty Python’s original content, but definatly a lot of sketches and scenes) in the highest quality possible. With the launch of their channel, Monty Python also launched a video to make a notification about the channel;
Combined with a highly entertaining text – in the style of Monty Python – they turned a lot of the free viewers into buyers.
“For 3 years you YouTubers have been ripping us off, taking tens of thousands of our videos and putting them on YouTube. Now the tables are turned. It’s time for us to take matters into our own hands.
We know who you are, we know where you live and we could come after you in ways too horrible to tell. But being the extraordinarily nice chaps we are, we’ve figured a better way to get our own back: We’ve launched our own Monty Python channel on YouTube.
No more of those crap quality videos you’ve been posting. We’re giving you the real thing – HQ videos delivered straight from our vault.
What’s more, we’re taking our most viewed clips and uploading brand new HQ versions. And what’s even more, we’re letting you see absolutely everything for free. So there!
But we want something in return.
None of your driveling, mindless comments. Instead, we want you to click on the links, buy our movies & TV shows and soften our pain and disgust at being ripped off all these years.”
Instead of approaching the YouTube platform with a total money hunting point of view and sue the platform for delivering their content, they turned it around and supplied the users with high quality video’s and good content. By doing this, users get more sympathy for Monty Python (It’s making them aware of the money Monty Python is ‘missing’ and creating the awareness of the availability of the DVD’s) and convert from viewers into buyers. Monty Python’s DVDs even climbed up to No. 2 on Amazon’s Movies & TV bestsellers list.
The extreme high number of sales increase is open for discussion. Twenty three thousand percent is an incredible number and could be interpretated in different ways, but one way or the other, the sales have increased, big time! And – also not unimporant – in totally Monty Python style.