The 2008 ABA Overall Award Winner was developed by Adcom for KeyBank: a brand awareness campaign to introduce viewers to KeyBank's KeyClub . The video featured Etch-A-Sketch artist George Vlosich who created a customized portrait of NBA star Carmelo Anthony. A time-lapse video showed the Etch-A-Sketch portrait as it was being drawn. The video, then uploaded on several Internet sites including MySpace, went viral. To date, the video has been seen by a million viewers and after being picked up on hundreds of blogs, websites, and major search engines. A PR and communications program supported this innovative campaign.
W6M: The Carmelo video was the second video created by this artist. The first video featured LeBron and recieved over 2 million views. We took a chance that lighting would strike twice and it paid off. Often times coming up with a viral idea is difficult, but you should try to take a look at partnering with someone that has proven success.
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