A few weeks ago, I posted on the premier episode of ABC's new show i-Caught. During the show, several videos were featured, including the incredible "Battle at Kruger" video in which a baby water buffalo escapes the jaws of several lions and crocodiles. At the time of the premier episode, the video had 7,861,609 views. Today, that number has doubled to 15,018,379 and CLIMBING! (Content can be viral more than once!)
Consider that the video was launched on YouTube 3 months ago and that ABC's i-Caught premiered the video 16 days ago, that's pretty impressive. Clearly, there is a way to bridge traditional and social media together to extend the life of your campaign. There is no question that as a result of i-Caught, the Battle of Kruger video was launched into another stratosphere in the world of online video. My guess is the same success was had by the other featured videos as well (but I wasn't able to move fast enough to capture all of the stats.)
There is no question that launching your content on social media platforms should be the first step moving forward. If you've done your job effectively, it won't be long before that content makes it's way into the traditional media (TV, Radio, Magazines, Newspapers). If you've missed the mark, you're investment was probably minimal compared to traditional advertising, PR and marketing efforts so you can afford to take another chance.
And for those of you who think that corporate content won't transcend to the traditional level... keep watching i-Caught to see just how wrong you are.