New Media News

Viral campaign makes YouTube's Top 10
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Wed, 02 Oct 2013 11:18
Screen grab of Castle Lite's Ice Breakers

Castle Light’s new series of webisodes, Ice Breakers, made the YouTube Top 10 list during the second week of September.

Digital marketing agency, Hellocomputer, approached director Sam Coleman to assist in conceptualising the campaign that had 264,733 hits as of 2 October 2013.

The five webisodes feature a group of men conducting experiments to reach the optimum Castle Light drinking temperature.

Coleman’s approach to workshop the script, make use of the more flexible medium of viral communication and apply attention to detail has enabled the video clips to compete online with top-charting music videos.

Watch the video at http://www.screenafrica.com/page/industry-interviews/1635159- Castle-Lite-Ice-Breakers#.UlJ2rVBmim4.


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