Your World Today » Come to life campaign http://www.yourworldtoday.ca Wed, 08 Feb 2012 17:59:10 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 Viral Marketing: Nova Scotia's Video Invitation to David Letterman http://www.yourworldtoday.ca/2008/01/12/viral-marketing-nova-scotias-video-invitation-to-david-letterman/ http://www.yourworldtoday.ca/2008/01/12/viral-marketing-nova-scotias-video-invitation-to-david-letterman/#comments Sat, 12 Jan 2008 18:59:24 +0000 admin http://issmatblog.wordpress.com/2008/01/12/viral-marketing-nova-scotias-video-invitation-to-david-letterman/ Your World Today is likely the first online site to break the story of Rodney MacDonald’s ‘Top 10′ video to David Letterman. The Nova Scotia ‘Come to Life’ website was the source of the video, ofcourse, but YTD unlocked the video’s true viral potential by sending it through the blogosphere and posting the video on YouTube.

This begs the questions: why did the premier’s office go through all the motions to produce a great viral video but neglect to broadcast it? Did the agency behind this initiative forget that YouTube is the number one source for viral exposure in the world today? Or did the people behind the campaign never intended or planned for this to be a viral message and have simply ‘lucked out’?

Rodney Small

Today, among the millions of videos submitted to YouTube daily, the Rodney MacDonald video (submitted to YouTube by IssmatBlog) has reached the following ranks:

#6 – Most Viewed (Today)
#2 – Most Linked (Today)

#27 – Top Rated (Today)
#8 – Top Rated (Today) – Entertainment

#11 – Top Favourites (Today)
#5 – Top Favourites (Today) – Entertainment

The video has been used by a number of news outlets, including the Globe and Mail and 680 News of Toronto.

The Rodney Video can be viewed at http://ca.youtube.com/watch?v=-yABU4S40N8 .

http://www.youtube.com/watch?v=-yABU4S40N8

]]> http://www.yourworldtoday.ca/2008/01/12/viral-marketing-nova-scotias-video-invitation-to-david-letterman/feed/ 4 The Juno Effect: Politician Marketing Nova Scotia To David Letterman http://www.yourworldtoday.ca/2008/01/11/marketing-nova-scotia-on-david-letterman/ http://www.yourworldtoday.ca/2008/01/11/marketing-nova-scotia-on-david-letterman/#comments Fri, 11 Jan 2008 04:41:54 +0000 admin http://issmatblog.wordpress.com/2008/01/11/marketing-nova-scotia-on-david-letterman/ A brave initiative by Rodney MacDonald, Nova Scotia’s Conservative top dog. The Premier rode the wave of popularity provided by the smashing reviews of the recent Hollywood hit ‘Juno’ and its Halifax-based star: Ellen Page. Ellen appeared on David Letterman on January 3, 2008, and spoke a bit about Nova Scotia, prompting Letterman to announce that he would like to visit some day.

And so, the Nova Scotia Provincial leader decided to send Letterman a more ‘official’ invitation. See video below.

[youtube = http://www.youtube.com/watch?v=-yABU4S40N8]

The clip appears on the Nova Scotia ‘Come To Life’ website. The province recently launched a new marketing effort to reinvigorate dwindling tourism and call back its expats who left the province for better fortunes in Western Canada. I must say that the new ads are much more polished and aggressive than previous initiatives. Check the new promotional videos on www.novascotialife.com. I spotted the billboard below in Calgary last month.

Go East

Some local groups welcome the new campaign, but believe that more concrete steps are necessary to achieve provincial prosperity and attract its flocking youth. Visit Fusion Halifax and Citizens for Halifax for more information on current initiatives for change.

And below is David Letterman’s interview with Ellen Page. The Golden Globe nominee is a common face in Halifax. She is often seen dining at the local organic resto-pub.

[youtube = http://www.youtube.com/watch?v=uCRYGmytEGI]

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