Consumers wants to get closer to stars, and start-ups are capitalizing on the emotional jolt
In a world already overrun with celebrity endorsements and celebrity influencers, consumers still react with glee when presented with surprise personalized video messages from their favorite stars – or even messages from a fly-by-night B-list celebrity who they recognize from a canceled television show. Our appetite for celebrity encounters, it seems, remains insatiable.
The emotional impact and rising popularity of direct video messaging from celebrities inspired fresh rounds of start-up capital to finance fledgling celebrity video messaging companies, whose main premise is to build a stable of celebrities and act as a technology middle-man between star-crossed consumers and the celebs who record messages for them at safe distance. Fees range from $25 in order to receive a short 30-second video message from someone like Ken Bone and his red sweater, to $2500 for Caitlin Jenner or other B-listers with cultural cachet. Here are the main players in the space:
Cameo – Current leader of the celeb messaging pack, the Chicago company raised $50 million in series B financing to expand operations. More than 300,000 video messages sent.
Most famous celeb: rapper Snoop
Other roster highlights: More than 18,000 stars, including Brett Favre and Charlie Sheen
CelebVM– UK-based start-up with small roster has sent more than 12,000 videos
Most famous celeb: WWE superstar Kurt Angle
Other roster highlights: more than 600 celebrities, including Dean Cain and Dennis Rodman
Starsona– Founded by prominent Atlanta-based divorce attorney turned entrepreneur, Randy Kessler; now located in Mountain View, Ca.
Most famous celeb: rapper Da Brat
Other roster highlights: NBA stars Paul George and Kyle Lowry; blogger Perez Hilton
Greetzly – German-based service with focus on good deeds, as portion of proceeds for every transaction are donated to charity.
Most famous celeb: actress Elisa Sednaoui
Other roster highlights: celebs mostly from Italy, Germany, and Australia
Direct to Celebrity Brand Activation Ideas
Today, most celebrity video messages are purchased as larks, for birthdays and weddings, or to roast friends at the start or end of a fantasy sports season. With the trend in its infancy – and with few if any A-listers having joined the fun – bigger brand opportunities await.
Creative Campaign Activations
The first brand to crash through the video messaging wall using a direct to celebrity platform is Kool-Aid, who earlier this month partnered with Cameo to promote #KoolAidDay. They used Cameo talent to splice together a new brand anthem and give 50 fans the chance to receive a personalized message from the Kool-Aid mascot. The video racked up 2.8 million views on the Kool-Aid Twitter account, and the song is available for download on SoundCloud.
Target Premium Customers
Identify your top 100 customers, match them with a celebrity your data suggests they like, and send them a celebrity video thanking them for being a loyal customer. They can then download the video and use it on social media channels. It’s viral, it’s social, it’s got celebrities…
Re-use Reaction Videos
Compile video reactions from the recipients of celebrity messaging and use the new platforms to produce user-generated content that associates moments of joy with a brand.
In-Stadium & Location-Based Celebrity Messaging
Like billboards but with a captive audience, in-stadium celebrity messaging could be a creative way to identify a customer by their location, send them a message to look at the big screen in the 3rd inning (4th quarter, halftime, etc.), and then send them a very special message. Brands who combine new technology with moments of joy can create memorable moments worthy of sponsorship.
