Over 1,400 people have inserted their own images into Evian's new "Baby Inside" campaign video since its debut Tuesday.
Evian is extending its wildly popular "Roller Babies" video with a two-pronged effort that includes a :60 second video featuring dancing adults wearing t-shirts that display baby bodies. The user generated component allows people to upload their images for inclusion in a long succession of user clips strung together into what Evian hopes will be "the longest music video ever."
The Baby Inside videos are playing at YouTube, Evian's Facebook page and Vimeo.
The :60 spot has generated about 317,700 U.S. views and 81,600 U.K. views since its launch, and an additional 74,000 internationally. The U.S. version has also garnered 4,115 Facebook shares, 125 tweets and coverage in blogs.
The user generated video, which can be seen at LetsBabyDance.Evian.com is accessible from a link on the :60 spot. When asked how many viewers have visited it, Preetam Rao, Evian's brand manager, said no numbers are available yet. However, the spot is now around 23 minutes and 30 seconds long, with each viewer appearing for about one second, meaning approximately 1,400 visitors have participated.
To be included, people shoot four frames of video of themselves on their web cams; those clips are incorporated into the video in rapid succession.
BETC Euro RSCG and Legs/Milk Studios both worked on the :60 spot.
The original Roller Babies video generated nearly 40,000,000 YouTube views, making it one of the most popular of all time. Babies used in that video were emblematic of the water brands "Live Young" campaign, which was launched in 2009. Rao said that by wearing T-shirts featuring infants, actors and others featured in the new videos bring the baby to life. "It's not a matter of age, it's a mindset," said Rao.
The company is promoting the spots through Facebook ads targeting people in Los Angeles, Chicago, Miami and New York.
The campaign also includes outdoor ads and branded mobile trucks in Los Angeles. The trucks shoot videos of individuals that will be included in the user generated spot. This element of the campaign will move to other cities as the campaign continues and the :60 second spot may be used on TV, Rao said.
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March 19, 2014