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Youtube Advertising: Daft Punk – Random Access Memories


Youtube, although fantastic for watching cats play pianos, is proving to be a highly effective way of advertising brands and products. Youtube has shown that budding musicians like PSY with “Gangnam Style” can go viral very quick, the song which has over one billion views can be a highly effective way of gaining revenue through Youtube advertising.

I was very excited to find out over twitter, which exploded yesterday afternoon, that Daft Punk’s new album Random Access Memories had leaked and although I do not condone the illegal downloading of music I wasn’t going to hang about until midnight for the iTunes stream. This was due to the fact I’d been salivating for months thanks to the fantastic hype built through Youtube advertising. This began with a 15 second Youtube advert featuring a snippet from the debut single.

These snippets were remixed by fans and all over Youtube within a few days. Next in the roll out marketing campaign was a one minute clip of Daft Punk playing the debut single with Nile Rodgers and Pharrell Williams this gained over one million views in just one day.

Following these teaser ads there was a video series released, on Youtube again, called “The Collaborator Series”. These featured a 6-9 minute interview with each individual collaborator continuing the building of hype in the run up to the release. It is clear then that there is a shift in using Youtube Advertising not only to build hype but to create awareness of brands and also French Robots. Use Youtube Advertising. Get Lucky.

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