Content We Love: A Feel-Great Story Gets a Boost
Have you seen the WestJet “Real Time Giving” video yet? If you have, I know you want to watch it again. If you haven’t, you really must.
As of this writing, the video has been viewed more than 19 million times since its release earlier this week, and I think it’s safe to say that this is just a start.
As totally lovable as the video is, however, it’s not the subject of my adoration this week. That honor is reserved for the press release the WestJet team used to promote the video, seeding the media coverage and social visibility that triggered viral sharing.
Like the kid who circles everything in the catalog, the West Jet had the waterfront covered, creating a variety of visual assets, and wrapping them into a fully loaded press release.
A press release about promotional video? Yes. The team deftly used paid media to promote their owned media, resulting in an earned media avalanche, with pick up in USA Today, the Today Show, Mashable, Huffington Post and Forbes, to name just a handful of outlets running the story.
Read the full post by PR Newswire vice president of content marketing Sarah Skerik on Beyond PR.