Luxury marketers upped the drama in their video strategies during the first half of this year by creating social films that likely helped them reach commerce, lifestyle and loyalty goals.
Video seems to be the second-best medium behind physical, one-on-one brand interactions that luxury marketers are using to push goods and services. The top efforts of the first half of 2012 immersed digital-savvy consumers into the brand world with short, powerful video messages.
Here are the top 10 luxury brand social videos released during the first half of 2012, in alphabetical order:
Bentley’s In Search of Snow – British automaker Bentley Motors premiered a short film called “In Search of Snow” at Aspen Fashion Week during the first quarter to add a sense of high-class adventure to the brand.
The five-minute YouTube video follows professional big-mountain skier, mountaineer and adventurer Chris Davenport and his photographer in two 2012 Bentley Continental GTC W12 convertibles.
Mr. Davenport takes to the snowy San Juan Mountains in southwest Colorado while his voiceover explains his draw to an adventurous lifestyle and the Bentley vehicle.
The purpose of In Search of Snow was to promote the 2012 Bentley Continental GTC W12 while offering a view at the lifestyle of the newest “Bentley Boy” Mr. Davenport, a well-known outdoor sports star, according to the brand.
The video manages to show many aspects of the car’s performance using fast-paced action shots of the car with only Mr. Davenport’s voice as a commentator.
The M5 is shown speeding through an open area when it encounters objects such as glass and water balloons. At impact, the footage slows down to see the breakdown of each material as the M5 crashes through.
To juxtapose the power of the M5 and promote the luxurious and sophisticated side of the vehicle, BMW used a special high-speed camera named the Phantom to shoot the vehicle at over 2,000 frames per second.
Chanel’s My New Friend Boy – French fashion label Chanel used a mini-film shot by creative director Karl Lagerfeld to build hype for its campaign for the Boy Chanel handbag collection.
The film, My New Friend Boy, was shot using model and musician Alice Dellal to debut the collection in the multichannel ad campaign. It was released on Chanel-News and on the brand’s YouTube channel.
The Boy Chanel video is silent except for piano music. Half in color and half in black-and-white, the video consists of Ms. Dellal as she walks around an apartment, holding bags from the collection.
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