One of my favorite companies to see pop up in my Facebook feed is Omaze. If you haven’t heard of it, Omaze partners with celebrities to offer once in a lifetime opportunities for fans. Omaze also works with the celebrity to select a worthwhile charity. Fans can donate money to Omaze for that charity and in return are given entries into a drawing to win the once in a lifetime opportunity. A fan wins big, a charity wins big, it’s a win for everyone.
Omaze has also done a great job with their social media, especially their native videos. They feature the celebrities in very creative ways. One of my recent favorites is one starring Benedict Cumberbatch reciting I’m A Little Teapot and inviting fans to join him for tea and a movie premiere.
If you love Benedict Cumberbatch as much as we do, you NEED to watch this video. Then support GEANCO and enter for your chance to have (and spill) some tea with him—GO: http://bit.ly/Benedict_Tea
P.S. You’ll also get to go to the Avengers: Infinity War premiere! 😬
Posted by Omaze on Tuesday, February 20, 2018
One of the best things about this video is how simple it is. Cumberbatch is addressing the camera, which helps it feel like he’s talking directly to the viewers. There aren’t any props or other people. This helps each fan imagine what it would actually be like to hang out with him in real life.
Another strength is the tone of the video. It doesn’t take itself too seriously and neither does Cumberbatch. The video makes people happy and want to share the video with other people.
The one weakness of the video is that in order to keep it’s upbeat tone, it doesn’t explore the charity at all. I would have loved to hear more about what the charity is working towards and who it benefits and how they would use the extra funds. That would help me to want to champion the cause further instead of simply relying on the charisma and popularity of Cumberbatch.
The design of the entire video and ad is to keep the focus right on it’s star, Cumberbatch. He is placed directly in front of camera with a neutral background. The Omaze logo is discretely featured on the lower right of the video. Above the video is a header that succinctly explains what the video is about and provides a link to learn more. Below the video are subtitles that allow everyone to know what Cumberbatch is saying, even without sound. This is key to viewers on Facebook as sound does not automatically play in a Facebook Feed
Success is going to be measured in multiple ways. First and most importantly, success is going to be measured in how many donations are given to Omaze for the opportunity. Secondly, success will be measured in how viral the video itself goes, how many likes, shares, views, etc.