10 Ton Says Entertainment is Key to Engagement
With a dependable combination of vivid colour, fast cuts, screenplay dialogue and campy melodrama, the video at Get Engaged Quickly accomplishes what we thought it wouldn't: it had us watching until the end.
Get Engaged Quickly is a promotional effort for 10 Ton, an agency that posits the rules of audience engagement have changed, and they hold the golden key: entertaining, rather than intrusive, video.
It's not like we didn't already know people want to be entertained and not pitched. But now that there's somebody to pay to think on behalf of the major players, perhaps we'll start seeing some good stuff.
We don't buy the notion that the best virals are by nature non-corporate. The best virals are by nature authentic. If you can be authentic, you're going to move people. Consider the (exhaustive) success of Dove Evolution.
Guess it helps to have Oprah accolades too.