Following the many branded page takeovers in MySpace (Lynx being the best example that springs to mind) it is now the turn of YouTube to ‘suffer’ a brand invasion.
We all know that YouTube has been subjected to months of brand subversion (Smirnoff Tea Party etc) but nothing as overt as this.
Coca-Cola is one of the first YouTube co-marketing efforts with the Holiday Wishcast; a mini-site which allows visitors to upload and share their video greetings.
Levi’s has also opened a channel for its Levi’s One To Watch Tour 2006, featuring live footage from its series of gigs.
What will be interesting to watch is how the users of YouTube react – will there be a resistance against this kind of activity? I don’t think there will be – in the past, brands have been responsible for some of the most entertaining and well-received content. Therefore, as long as the brand is offering something of interest, why would people care?