September 2013

Sometimes it’s better to leverage what’s already out there.

We were challenged with announcing the launch of the Network Convergence System, aka the thing that will power the Internet of the future, on Vine and YouTube. Sounds easy. But creating Vine videos that appeal its large community is actually pretty difficult. Especially for brands. So we simplified our message and partnered with a select group of established Viners to describe the Internet of Everything their way.

(Click videos for sound)


When we started, Cisco had zero presence on Vine. Our four videos resulted in:

– 33,000+ likes (which is impressive for Vine)
– 7,800+ revines
– hundreds of new followers for Cisco

We couldn’t convince this guy that the Internet is changing though.

For YouTube, we didn’t have a massive budget to create a “viral” video. But we did have a complicated machine that Cisco built to do things that aren’t humanly possible and transform the Internet. To explain this in simple terms, we leveraged fail videos to demonstrate the power of Cisco’s NCS. But we were very careful not to fully embarrass humans. After all, Cisco’s still known as the Human Network.

This little guy didn’t make the final cut. Somehow he got beat by the ketchup robot. But I still love him.