U.S. Marines' YouTube Page features Pandora-like Channel

Share this article:
The Marines' revamped YouTube channel has drawn nearly 12 million video views
The Marines' revamped YouTube channel has drawn nearly 12 million video views

The Objective: Following the success of its “Toward the Sound of Chaos” digital rebranding campaign, the U.S. Marine Corps. (USMC) recruited JWT Atlanta—its agency of record, which has been doing work for the Marines since 1947—to enhance its YouTube user experience and better appeal to its core demographic of 18- to 24-year-old male millennials.

The Strategy: Launched last December, the new channel acts as a content hub for all things USMC. A unique circular-shaped player serves up content based on what specific users like, thus creating a different user experience for every visitor. The page also sports an embedded “Become a Marine” button that links to a lead form where users can opt in to learn more about the Marines without leaving the YouTube environment.

The Backend: The player uses an Adobe Flash algorithm similar to that of Pandora's to allow visitors to create their own personal video playlists. The main channel page features brief teaser clips to encourage further exploration of full-length videos.

The Channel: The USMC overhauled channel links to a mixture of owned and earned media properties, including Facebook, Twitter, and the recently relaunched—and more socially integrated—marines.com. The Marines unveiled its “Toward the Sound of Chaos” TV spots on YouTube before general broadcast.

The Data: As of January, the USMC channel boasted nearly 35,000 subscribers, more than 25,000 comments, 42,446 likes, upwards of 12 million video views, and an estimated 23,679,338 minutes watched.

Share this article:
close

Next Article in Social Media

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

MediaWhiz

MediaWhiz is an online performance marketing agency that helps clients acquire customers more ...

More in Social Media

Rollin' Social Media Strikes With the Sox

Rollin' Social Media Strikes With the Sox

Six do's and don'ts for stepping outside the (batters) box and using powerful connections to connect with consumers.

LinkedIn Revamps Sales Navigator; Will Sell as Premium Service

LinkedIn Revamps Sales Navigator; Will Sell as Premium ...

Users were up, but page views were down in Q2 for the social business network, as CEO Jeff Weiner looks to increase revenue from premium products and ad sales.

Marketing Chatter: August 2014

Marketing Chatter: August 2014

See what our tweeps have been getting up to this month. Follow us @dmnews.