January 28, 2010
Choreographing a New Approach to Admissions
The reviews are pouring in…
“absolutely brilliant!!!“
“hopelessly dorky”
“creative, fun, and energetic”
“William F. Buckley is rolling in his grave.“
This new admissions video for Yale University is creating quite the buzz around the interwebs by taking a lighthearted musical approach to selling higher education.
And with nearly 300,000 views in two weeks on YouTube alone, it’s amassing quite an audience – and quite a bit of word of mouth.
But amidst the praising of their originality is an unfortunate undercurrent of condemnation. What many seem to be missing, is that this effort is a lot more “Glee” than “High School Musical.”
Produced almost exclusively by Yale students and recent Yale alum, this 17-minute magnum opus to the home of Handsome Dan is at once witty, kitschy, earnest, and entirely self-aware.
Yes, it’s goofy. It’s supposed to be.
A project like this could very easily have been a painful exercise in how NOT to be authentic. But instead of feeling like slick marketing, it’s become something entirely different – an organic extension of the school itself. From showcasing their technical proficiency and creative diversity to providing what at the end of the day is a great deal of information about the school itself, this mini-musical really gives prospective applicants something to sing about.
And, if after 17-minutes (and one dated but funny “Cats” reference), you still don’t get it, you’re probably not who they’re looking to attract in the first place.
We live in a world where everybody can create credible media – from a simple Twitter post to a mini-movie length musical. Further, it is a world where everybody can rebroadcast or promote the stuff they like. Professionals – marketers, writers, artists – have to stop being jealous and start taking advantage of this phenomenon. Now! Advocates, because they actually care, are simply better at making compelling media.
If you need further proof, just check out “Backwards Hall and Oates.”
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Posted in How to Go Social, Social Marketing
Tagged authenticity, college admissions, engagement, glee, handsome dan, High School Musical, higher education marketing, ivy league, Yale University, YouTube
This reminded me of something. Now, maybe I was only one of a few that grew up having Block Parties in my neighborhood, but these kind of videos always remind me of that. A group of people banding together to have a good time, only with digital media the way it is, now they band together for the purpose of having a good time while creating something.
Maybe I’m crazy but community building seemed to disappear after I left middle school (mid 90′s-present) and I haven’t seen much of it since. People have so much to do that I think we all started taking life and our own time too seriously. Even extracurriculars in school are so serious. I love seeing videos like the Yale one and the Backwards Hall and Oates video. Seems like a fun project that gets everyone involved and in the end you create something beneficial for the entire group.
I know that my cousins and I actually make videos (with our cameras and phones) when we’re all together at family functions. It’s fun and it gives us something to do at our grandparents house (because they have no technology driven entertainment.)
These vids give a face to the whole idea of “community branding” don’t they?
I think the community building still exists… the location and drivers are just shifting. Today’s communities are no longer limited to geographic proximity. Now, they seem to guided by our niche interests – whether it’s a sports team, a college, or even a shared love of bejeweled. Interestingly, I’d also wager that since these new connections are made through something with more of a personal investment, they are also more substantive.