Behind the Videos
There is a massive battle raging for storage virtualization supremacy across the data storage landscape. Vendors are attacking data center environments with a barrage of different virtualization approaches—from virtual controllers, to complex network-based virtualization switches and off-the-shelf virtualization appliances. At the crux of these VIRTUALIZATION WARS is essentially the battle for the intelligence—the brains—of a storage environment and the company that provides that critical intelligence across the enterprise will win.
The concept of using viral videos to communicate Hitachi Data Systems' virtualization message was designed to break new ground in storage and IT marketing by rising about the typical noise in the industry in both a creative and entertaining fashion.
The Strategy
A key objective for the Mr. T videos was to communicate a core message to all external audiences regardless of their knowledge of the underlying technology. Whether audiences know what virtualization is or not, they now know that it should reside in the controller—and never in the network—'cause Mr. T said so.
Hitachi Data Systems Corporate Communications had two primary goals in mind when creating the videos:
- Make the videos entertaining: If they are entertaining, people will remember Hitachi's message—and tell others about the videos. This approach also shows the world that Hitachi has a sense of humor—showing a different side of the company. Using Mr. T, a world renowned action star, was the ideal choice as his positive persona appealed across multiple generations of fans and transcended the boundaries of typical IT spokespeople. Hitachi Data Systems partnered with a professional in James Marlowe to direct the three videos. Marlowe has directed feature films including the award-winning GRAVES END starring Eric Roberts, who most recently filmed THE DARK KNIGHT.
- Don't control the message: Release the video—Hitachi's message—in a manner that allowed people to comment on it, link to it, make it part of their own collection and part of their personal experience. Hitachi kept it viral and relied only on word of mouth in the disturbing video. Hitachi posted the videos to sites like YouTube so users could connect with and easily share it.
The Results
The Mr. T viral videos, as part of an ongoing marketing and public relations campaign, have helped attract a new set of customers to Hitachi Data Systems and have reinforced the company's leadership in storage virtualization.
To date, the videos have generated more than 350,000 views on YouTube alone (more than 400,000 across all viral video sites), with a 4.5 star YouTube rating (out of 5), and a massive collection of positive online blogs and articles, with PR industry guru Sam Whitmore stating that it "captures the imagination of journalists, marketers and competitors alike."
Additionally, partners, customers and even competitors have posted the video to their Websites, analysts, journalists, and B2B marketing experts have blogged about it and in the case of partners, and they have used the videos as a promotional tool for the Hitachi Data Systems' storage solutions.
Production Photos
