My two year old son is very musically inclined and enjoys watching and singing and dancing to various music videos that we watch together on Youtube. A couple of weeks ago, my wife started watching with our son a clip from a recent Oprah show that included the cast from Glee singing Journey's "Don't Stop Believin". For about a week they went to Youtube to watch the clip.
All of sudden the clip they were watching disappeared and a message appeared stating that the clip was removed due to copyright infringement. My wife then went to Oprah.com and found the clip. However, on Oprah.com, there was a 30 second Dove commercial that had to be watched before the cast of Glee's rendition of Don't Stop Believin was played. The web page that contained the Glee clip was fully branded by Dove. In addition, Dove was a sponsor of the actual episode that aired the performance on The Oprah Winfrey Show and is a sponsor on Fox.com's Glee home page.
Even though it appears that Oprah and Dove fully branded the entire user experience they both missed out on creating a Social Media 360 Deal. This was an internet brand campaign and not a social media brand campaign. To learn how to fully monetize your social media assets you may contact me at www.shearlaw.com
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