Kittencamp – Video Content Marketing Event – April 2012
Kittencamp is a monthly video content marketing event described as being for “web-loving ad industry type people to chat memes, drink beer and generally share some kitten love.” I have to admit that based on the description, and suffering from the kitten fatigue pandemic, I thought it had the potential to be either really good, or diabolically bad.
Fortunately it was the former. The guys at Rubber Republic (big thanks to Liz, Will and Chris) put together an evening of interesting talks from the likes of Executive Producer, BBC Comedy, Will Saunders who showed a couple of clips related to how they’re moving comedy online through iPlayer and integrating social into stand up with events like @cufflife. They’re even recruiting writers based on YouTube success.
Will’s talk was followed by Paul McCrudden, Social Director at AMV BBDO, talking about the success and controversy that went on around the Snickers campaign they put together that saw the likes of Jordan, (or Katie Price, depending on how much cleavage is on show) tweeting about the global financial crisis, getting a lot of attention from her followers due to the fact she’s not best known for her interest in economics, and then tweeting a sponsored tweet from Snickers based around their “You’re not you when you’re hungry” campaign. I think this was a great use of social media, although opinions are polarised on this… For me the proof that this was a great campaign is that it even made it into the House of Commons!
Paul’s talk was followed by the staple #KittenCamp meme-war. Between Chris, the founder of Rubber Republic and James Mitchell from BBH Labs, this was a serious battle… they were smiling, and dressed in kitten and puppy suits, but there was still a definite tension in the air.
Chris started off with a clip called “Fat cat walking on underwater treadmill” which was funny, but not as funny as a homemade video of James reciting tweets from cult spam twitter account Horse e-Books. Round one to James! The highlights from the rest of the battle were Romney vs Emminem VS Dan Bull’s Republican Rap Battle
… and The Dollar Shave Club VS Guiness St Patrick’s Day clips
The battle ended with a definitive win for James from BBH with 7.5 wins to Chris’s 1.5.
The final speaker of the evening was Jon Burkhart who was talking about Urgent Genius, which is a really cool project that demonstrates how great content with real-time context is a powerful way to spread a message across the internet. The project has been set up by global marketing agency Iris, but their collective of content creators spans agencies across the world, students and independents. From what I could gather these editors create content around trending, or potentially trending topics and then sell this to brands as marketing vehicles. Clever stuff.
All in all a great night (and the beers supplied by Rubber Republic were very much appreciated too!). I’d thoroughly recommend coming along to their next event in May. Here’s a link to the Facebook page to get updates on when and where it will be. Hope to see you there!