Rear View Girls is such a great idea. However what is the point of making a clip like this and getting 5 million views if you cannot even talk about the brand?
According to Colenso BBDO ‘Levi's tells us it's the fastest, most successful viral campaign Levi's has ever done, and it's only just started, so we're pretty chuffed.’
I cant see how this is the most successful campaign when there is no talk about the brand. The thing about Youtube is that no one uses the ‘subscribe’ functionality so that they will no longer come back to hear the full story when the brand is revealed.
A great way of integrating the brand into the clip is with the latest clip for Nike’s Black Mumba clip where they even suggest that product placement gives us a bigger budget. Bigger budget, bigger explosions (1:38). In the clip it seems to work with the style of narrative that they have chosen to tell the story with.
I dont think that people care if it is branded content as long as it is entertaining.