As if we need more proof of the power of video, Chevy has unveiled a special print ad placed in Esquire and Popular Mechanics with a built-in video screen that plays 3 different short videos from the focus group campaign for the Chevy Colorado.
The special insert was distributed to 10,000 subscribers of each magazine who were identified as potential Colorado buyers. The focus group videos show different audience segments comparing the same man. In one image, he’s standing next to a Chevy Colorado, and in the other image he’s standing next to a compact car. Focus group members give their impression of the man based on his vehicle of choice.
With the continued growth of YouTube and Instagram and the pervasive nature of video in Facebook, it’s impossible to deny the growing importance of digital video. It allows companies to engage with consumers in a way that traditional words on a page (or even on a screen) haven’t been able to connect.