YouTube pre-roll campaign yields nightclub 867,000 impressions

23 Nov 2009

The first business in Ireland to make use of the pre-roll format of advertising on YouTube has achieved more than 867,000 page impressions – smashing the previous record held by Libertas during the Lisbon Treaty Referendum campaign.

Pre-rolls are 20-second commercials that run before the viewer sees their selected video. The format has performed exceptionally well to date outside the Irish market, especially in the UK and the US. However, this is the first time it has been activated in Ireland.

The new format was used first in Ireland by new Temple Bar club venue Alchemy, and it has broken records in the new-media space with its launch campaign in October.

Record numbers

In addition to the pre-roll campaign, which was created by Interactive Ocean, Alchemy also enjoyed a record number of impressions within a single day for their homepage take over on YouTube on launch date, achieving 867,000 impressions and smashing the previous record held by Libertas during the Lisbon Treaty election campaign of about 600,000.

“We wanted to bring something new and fresh to clubbers and really push the boundaries by embracing the huge popularity of digital and social media,” said Finbar Gethins, general manager of Alchemy.

“By creating the You Tube video and ad campaign, and by engaging other innovative media, we were allowing customers access to the ambiance and style of Alchemy, while also generating talkability amongst club goers.

“We were delighted to bring something totally new to the Irish digital market and the club was packed on opening night, so we were delighted with the results, too,” said Gethins.

By John Kennedy

Photo: Club Alchemy’s pre-roll on YouTube.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years