“Part of Equal Exchange’s mission is to re-connect consumers with the farmers, a link that has become broken in the modern economy,” said Gary Goodman, Equal Exchange’s Online Sales Manager. “Web video is a new promotional tool for us, but we think Connection Lost is a fun, entertaining way to convey our message and that may have a viral quality as viewers share it with others.”
An emerging marketing trend shows many companies leveraging entertaining web video series and the power of social media to promote and enhance their brands. Well-known brands with successful web series campaigns include BMW (The Hire, 12% sales increase) and Degree Antiperspirant (The Rookie, 22% sales increase), as well as smaller brands such as Hell Pizza (Deliver Me to Hell, 43% sales increase).
“Connection Lost: a Love Story” was produced by a small, independent film crew matched with Equal Exchange by CrewTide, a company that matches brands with independent filmmakers to create episodic content that engages viewers in order to enhance brands. Using independent filmmakers lowers the cost of production, yet enables companies to deliver their messages in a professional, powerful way. "How are ads going to get our attention and sell the product anymore?" asks Chris Atkinson, ReeLSEO writer. "They are clearly the most important thing funding entertainment, and we're rejecting traditional ads as viewers. So now there's only one solution. Force people to watch by enriching our lives with something compelling/amazing."
The video series can be viewed for free to the public beginning Feb. 9 at www.connection-
Episode 1: http://vimeo.com/
Episode 2: http://vimeo.com/
Episode 3: http://vimeo.com/
Episode 4: http://vimeo.com/
Episode 5: http://vimeo.com/
Episode 6: http://vimeo.com/
About Equal Exchange
A pioneer and U.S. market leader in Fair Trade since 1986, Equal Exchange is an award-winning, full service, nationwide provider of high quality organic coffee, tea, chocolate, cocoa, olive oil and bananas. This is the latest of their unorthodox campaigns involving their line of organic, Fair Trade chocolates. Equal Exchange offers nine different 3.5 oz bars ranging from 38% to 80% cocoa content, and bite-size .16 oz dark chocolate 'minis’.
100% of Equal Exchange products are fairly traded, benefiting more than 40 small farmer co-operatives in 22 countries. In keeping with its Fair Trade mission and belief in economic democracy, Equal Exchange is a worker co-operative, owned and governed by its 110 employees, with offices, warehouses and/or cafes in Massachusetts, Minnesota, Washington and Oregon. http://shop.equalexchange.com
CrewTide, a Somerville, MA-based company, matches brands with independent filmmakers to create episodic content that engages viewers in order to enhance brands by enabling companies to deliver their messages in a professional, powerful way. Twitter: @CrewTide. www.crewtide.com