Britney Spears celebrated her 27th birthday yesterday. You may already know this.
But did you know her official birthday party video at a British nightclub on November 30 has been viewed on YouTube over 400,000 times and commented by 500?
By contrast, President-elect Barack Obama’s official YouTube video of his Election Night speech at Grant Park has been viewed 680,000 times with 180 comments — but it’s already been a month.
Can you think of a better metric to gauge the effectiveness of personal branding and viral marketing than YouTube?
Team Britney runs two YouTube channels:
- BritneySpears, featuring personal vignettes of the pop star, such as the birthday party, was launched October 2005 and has 6,900 subscribers
- BritneyTV, featuring Jive Records’ music videos, such as the director’s cut of “Womanizer” with 25.5 million views over five weeks, was launched December 2006 and has 102,000 subscribers
But don’t stop there.
In advance of Jive’s release of Britney’s sixth studio album, “Circus,” last week, her team hired Lauren Kozak to star as Britney’s social media manager.
If Lauren has her way, Britney will take the web by storm.
It’s already starting
The official website, britneyspears.com, born in October 1999, is home to a brand new photo blog.
In commemoration of the new album, CircusVP.com was created September 24 as a social network on the Ning platform. As I write this, the network has 24,259 members (including me) who individually signed up with a username and password.
Because I was a prior member of other Ning-built networks, I merely signed in (having never been there before) with my Ning username and password — and voila:
The Ning site is constantly growing with 25,000 photos, 877 videos, 457 groups, and 1,200 fan blogs as I write this, not to mention a chat room and a bulletin board.
No social media marketing campaign is complete without a Twitter presence, and Lauren does not disappoint. @BritneySpears launched October 10, has a growing cadre of 9,800 followers, and between Lauren and Britney (yes, they both tweet to the same feed, distinguished by their tilde signatures), are tweeting several times a week.
Did I mention Britney is launching a global tour next spring? How about her new fragrance, Hidden Fantasy, cherry-scented with a hint of vanilla?
Lauren is working with Jordan Miller, webmaster of the Britney Spears fan site, BreatheHeavy.com, on enhancing social media branding so there is a single voice on new content. That’s neat.
As Lauren writes on her CircusVP blog, “Fans are our greatest asset and we empower them to help make Britney’s world better than ever.”
I await to see the next phase in the evolution.
If Britney can bare all online, remaining transparent to her fans, can’t you?