Silk Canada is helping Canadians sort fact from fiction through a new four-week multi-platform campaign that supports the soy milk beverage brand.
The core of the campaign, developed by Leo Burnett and its digital arm Arc, lives on a branded YouTube channel that asks consumers to “bust” or “believe” various facts like “It takes seven years for gum to work its way through the body.”
Consumers that pick “Bust it” are taken to another video that pops the myth. “Teachers made this up so we’d spit out our gum,” it reads. There are 10 questions in total.
The videos use YouTube’s new deep link annotations that allow users to interact with the content and view different videos while staying within the branded page.
This campaign marks the first time YouTube has offered these annotations anywhere in the world, and are now available to all advertisers, said Bill Tighe, account executive, Google Inc.
The channel contains links to the brand’s Facebook and Twitter pages, and as of press time the channel had been viewed nearly 7,500 times. Silk is offering a 75 cent-coupon to consumers who join the community. Toronto street teams will hand out baseball cards driving consumers to the channel.
“The client is very focused on debunking myths around soy specifically and our objective for the campaign was to do it in a disruptive and highly engaging manner,” said Robin Hassan, director, digital, Starcom MediaVest, the agency responsible for campaign buying and planning.
Last month, Silk used another new YouTube product called “promoted videos”–cost-per-click ads that appear alongside search results and on watch pages.
The effort also includes online banners and starting Nov. 16, print ads in Toronto’s Metro containing codes that readers can scan with their cellphones.
