- Case Study -
What the Buck!
Michael Buckley is an American Internet celebrity, comedian and vlogger, he became famous because his Youtube channel “Whatthebuck”. He majored in psychology in college and lives with his husband and four dogs, films his show from home. Each episode of “What the Buck?” is viewed an average of 200,000 times. Mr. Buckley is one of the original members of YouTube’s partner program, which now includes thousands of participants, from basement video makers to big media companies. Mr. Buckley had been writing, directing, producing, and staring in his own talk show for years, recruiting over 400,000 followers and becoming the seventh most watched channel on YouTube. YouTube declined to comment on how much money partners earned on average, partly because advertiser demand varies for different kinds of videos. Mr. Buckley said he was earning over $100,000 from YouTube advertisements and his YouTube hobby had changed his financial life. (Brian, 2008)
Animal Planet made this product placement in Whatthebuck’s video by the agency of Zadby, which is an online agency, also, a platform for online video product placement. Animal Planet's viral marketing team decided to include a Zadby component in their promotional campaign after reviewed several proposals from top-notch online video producers with large established audiences.
The Zadby producer selected Michael Buckley, because he is the host of What the Buck, the top entertainment-oriented show on YouTube, and he has largely female audience and focus on celebrities, television, and movies perfectly matched Animal Planet's desired demographic and positioning for Groomer Has It (Zadby.com, 2009).
Mr. Buckley found many materials and did an entire video. The video was over six minutes of clips from the premiere, commentary about the show. The video was the top rated video on YouTube the day it was released and the second rated video for the entire week preceding the premiere of Groomer Has It's second season.
Animal Planet made this product placement in Whatthebuck’s video by the agency of Zadby, which is an online agency, also, a platform for online video product placement. Animal Planet's viral marketing team decided to include a Zadby component in their promotional campaign after reviewed several proposals from top-notch online video producers with large established audiences.
The Zadby producer selected Michael Buckley, because he is the host of What the Buck, the top entertainment-oriented show on YouTube, and he has largely female audience and focus on celebrities, television, and movies perfectly matched Animal Planet's desired demographic and positioning for Groomer Has It (Zadby.com, 2009).
Mr. Buckley found many materials and did an entire video. The video was over six minutes of clips from the premiere, commentary about the show. The video was the top rated video on YouTube the day it was released and the second rated video for the entire week preceding the premiere of Groomer Has It's second season.