A smart video campaign can generate low-cost buzz. Here's how Heelys does it.
- Once every other month, David Chau shoots a short digital film of fellow Team Heelys members doing tricks wearing the skate sneakers.
- Chau then adds music to the video and uploads it onto YouTube for free, making sure to include the word "Heelys" in the clip's title.
- Each time a new video debuts, Team Heelys members post alerts on Heeling Sports' MySpace homepage and on its Yahoo message boards.
- Viewers can then rate the video on YouTube and share it with friends, either via e-mail or by linking to it from their personal MySpace pages.