ST. LOUIS, MISSOURI – In the summer of 2013, Alvarez Guitars revamped their Youtube channel, creating “product featurettes” that included professional videography and performances on top of spoken guitar specs. But a second phase of the Youtube strategy involved Alvarez Endorsees, and including Alvarez copy in their covers of popular tunes.
“We wanted to make a change from traditional product reviews and demos by introducing performance elements as well as glamour shots,” says Gregory Johnson, Alvarez Endorsee and Content Curator. “But even with those enhancements, a video is more likely to be shared if it includes something audiences can relate to, like a cover song.”
On December 23rd, Johnson posted a cover of the Back to the Future theme by Alan Silvestri to his Acoustic Labs channel, featuring the Alvarez ABT60. The video was shared by giant internet magazines – Slate, Huffington Post, and io9 to name a few – and reached more than 200,000 views in less than two weeks.
“I can’t stress how unusual and amazing that is for an acoustic guitar video,” says Chris Meikle, Senior VP at St. Louis Music and head of Alvarez development. “It’s also really interesting from a marketing perspective too. Of course it’s likely that of the 200,000 viewers, many will be film buffs and general Youtubers rather than guitars players. However our brand and the ABT60 will have been exposed to thousands of more players than usual.”
Fans of the brand and guitar enthusiasts can look forward to more excellent Alvarez Youtube content in the future. Check out the Alvarez product featurettes at http://www.youtube.com/user/AlvarezGuitars1965. And check out Gregory Johnson’s Acoustic Labs at http://www.youtube.com/user/AcousticLabs.
For more information please contact your Alvarez Representative or call St. Louis Music at 314-727-4512.