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How Does Something You Can't See Get 2.7 Million Views?

How Does Something You Can't See Get 2.7 Million Views?

August 20, 2009

How do you sell something that's invisible? Especially, if you want to advertise it online where it's cheap and easy to do? You can't show it! No one will see it - it's invisible!

I've got the answer for you right here, you'll love it.

Marketing something you can't see was a real issue for Zagg, the makers of the Invisible Shield, a cover for cell phones and iPods to protect them from scratching and damage. So what did they do?

They focused not on the device but on what the shield CAN DO for their hungry fish in a series of videos. They focused on the benefits and created a Big Zig -- something that separates them from everyone else and screams we're not like the rest!!

They're a riot! In one video that's been seen 2.7 million times, they take a key to an iPhone without the shield and scratch it up. Then they do the same thing with an iPhone with the shield and there's not a mark on it. See for yourself'

Here's what I love about the videos:

  • They're entertaining. An entire series of videos seen by hundreds of thousands of people are on YouTube with people testing the shield by hitting it with a weed whacker, stacking hundreds of pounds of weights on it at Gold's Gym, playing hockey with it on the street, dropping a bowling ball on it ' and on and on. Reminds me of another excellent series of videos on www.WillitBlend.com
  • They're believable. You can see for yourself how strong the shield is
  • They're low tech. There's no talking in most of them. There's no need. Just show what the shield do and let the images speak for themselves. And they just show one short easy-to-do test.
  • They're inexpensive. All you need to do is shoot the video and post it to YouTube.com! It doesn't get much cheaper than that.
  • They're backed by a good story. Originally, the Invisible Shield was used to protect helicopter blades from debris, which adds even more credibility to the story.

What else do you like about this idea? Include your comments below.

Always taking you from where you are to where you want to go,


Jon Goldman, CEO