Innovative Online Marketing for New Viral Video Contest

Share Article

While the phrase "thinking outside the box" is an overly used cliché, it's exactly what one search engine marketing firm did to promote a brand-new online video contest website designed to attract college-aged students.

Our vision was to produce videos to find an alternative way to drive traffic to the site

It has all the makings of a late teen/early 20-something's go-to for laughs: a website with cleverly created viral videos that speak to their generation. Found Your Calling (], a brand-new website promoting a $5,000 grand prize for the best amateur video, is the result of innovative thinking by Fathom SEO, a search engine marketing firm, and Career Education Corporation (CEC), a leading provider of educational services.

The two companies collaborated on a single idea: How to get college-aged students who may not have a defined career path - or those who may feel that opportunities for education have passed them by - to realize that there is still quality career training available to them. Bypassing traditional methods of lead generation, Fathom SEO created the website - and its "example" viral videos - to appeal to people in the 17- to 25-year-old age bracket.

Fathom SEO wrote scripts, filmed and edited 20 viral videos to promote a host of career programs: Business, Criminal Justice, Culinary, Fashion Design, Game Design, Graphic Design, Healthcare, Interior Design, Information Technology and Photography. The professional videos are posted on the site as examples for participants in the video contest. Anyone can create a viral video and post it on to enter for a chance to win the $5,000 grand prize. Visitors then vote on their choice for favorite video. The site is integrated with the YouTube API to increase user functionality.

"Our vision was to produce videos to find an alternative way to drive traffic to the site," said Mike Perla, Director of Internet Video Production at Fathom SEO. "The trick became how to create videos that people would connect with and forward to their friends, while all the while getting visitors to fill out lead forms."

Promotion efforts for Found Your Calling include advertising through various mediums, including two of the most popular "viral" websites among college-aged students, YouTube and MySpace. Fathom SEO created a branded MySpace community, and media buys include static display and overlay flash banner advertisements on YouTube and MySpace. The video contest is also being promoted on several Yahoo! user groups, Facebook and video contest sites.

The viral video contest accepts videos through Aug. 15, 2008. Voting dates are Aug. 16, 2008 - Sept. 15, 2008. The winner will be announced on Sept. 23, 2008. Video votes will be based on creativity, originality, uniqueness, passion and interest. The winner receives $5,000.

About Fathom SEO

Fathom SEO, a leading search engine marketing firm based in Cleveland, Ohio, was named one of the Top 20 Search Engine Marketing Agencies in the United States by Advertising Age magazine. Services include Search Engine Optimization, Website Video Production Management and Marketing, Pay-Per-Click and Opt-in Email Marketing.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Michael Perla
Visit website