Of the many things that Google does "right", one of my favorites is that with every new product launch, the team behind the project will record a very lo-fi, but extremely effective, video in which they personally describe the project and how it works. On the web, a conventional "how to" booklet doesn't work. What does work is video.
One of the things I recommend to clients all the time is to follow Google's lead and create these very simple videos in which the person who creates the work explains it to you.
The good ones are starting to do it.
Not completely on topic but a bunch of celebrities have done something a kin to this with a music video that is not connected to the campaign... check it out.
http://mrpurple2008.com/2008/02/02/wow.aspx
Mr. Purple
Posted by: Mr. Purple | February 02, 2008 at 01:56 PM