When it comes to video, content is still king.

Is your brand getting the most out of online video? And no, we’re not talking about putting your TV commercials on your YouTube channel. Nor are we talking about copying what Old Spice has done and just inserting your own character.

Instead, create original, engaging video content that people will want to share with their friends—something that can go viral. And then, tap into key influencers who will help spread the word for you, ultimately driving their followers to your brand, too.

Planet Hollywood Resort & Casino in Las Vegas recently leveraged YouTube’s mass musical appeal to build a tremendous amount of buzz around their branded dance hit, “PHAMOUS.”

The music video takes place entirely on-property, and the lyrics include several ties back to Planet Hollywood’s brand (without ‘selling’ too hard). After just a few days, the video has already surpassed one million views.

It helps that this song was also performed in a flash mob style back in November—again, at the casino—and launched on YouTube by six self-made social media influencers. The Phamous Flash Mob video now has almost two million views to date, and also shows off the PH property in a very fun, entertaining way.

Our suggestion to create even more buzz:

Encourage customers to create their own “Phamous” videos and enter for a chance to win a suite at PH and a limo for the weekend. Now that would be truly interactive.

What types of engaging videos have you seen lately? (besides Old Spice). Let us know in the comments below.

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