If you’re wondering how to utilise online video as part of your marketing strategy, then you only need to look as far as the Old Spice The Man Your Man Could Smell Like commercials, featuring Isaiah Mustafa, for a textbook example of how to do it.

It’s more than just having entertaining content. It’s more than then audience asking ‘how the *bleep* did they do that?’ Those features just encouraged the audience to watch it more than 12 million times on YouTube. It’s the followup that’s the biggest coup here.

Not only did Old Spice produce more tv commercials with similar wit and ‘how did they do that’ content. They then proceeded to take the strategy online and have a conversation with their audience. All in the same ‘tongue-in-cheek’ style:

The ad agency, Wieden+Kennedy, produced these video replies for a range of social networking sites including Twitter, Facebook and Reddit. Of course, as a result, the coverage was exponential as people forwarded, retweeted and upvoted.

So, as always, if you wish to have success with online video then not only do you need to provide value-packed content with loads of rewatchability. You need to consider that video not as a one shot, quick-sell but as an introduction to a longer and more meaningful conversation.

I’ve been live blogging CommunicAsia and BroadcastAsia 2010 and it’s been great so far. There are some awesome displays and demos. There are Skype slushies, an F1 simulator to drive, lots of tech to see and try. Special thanks to Belinda Ang and the folks at MS&L Singapore.

A very clever little video tapping into the mystique and fantasy of the FIFA World Cup, which is due to start on 11th June, 2010 in South Africa.

This is very clever.

Here’s a great way to promote your product. Speed test it against the forces of nature…oh, and a potato.

In case you didn’t know, YouTube has a small selection of feature-length movies that appear not to be geographically limited like some of those that are available only in the US. They include movies starring Jackie Chan, Bruce Lee, Jerry Lewis, Dean Martin and Abbott and Costello. Sure, they’re mostly B films but there are a few gems like George Orwell’s Animal Farm. Not all of them are embeddable (hence the choice above) though.

I’m more than a little ashamed to admit that I laughed =). Also has an absolutely awesome preview image on YouTube.

You can choose to look at this as a view into a scary dystopian future or just another technologically-inspired convenience. Either way it’s still likely to be inevitable. It’s just a matter of when and how.