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Relentless reveals documentary-style video production Video explores the lives of artists working in a variety of fields.
Energy drinks company Relentless has revealed a new marketing campaign incorporating online video.
Making original use of online video production, Relentless premiered a short online documentary which will then be shown in instalments as TV adverts from tonight (December 17th).
The documentary, called Lives of the Artists, explores the lives (of) British punk rock band Gallows, snowboarder Xavier De La Rue and surfers Tom Lowe, Mickey Smith and Fergal Smith.
It will tie in with an online competition and social media drive and a series of internet ads around the video.
Steven Ruhl, senior brand manager for Relentless, told MarketingWeek the company had: "Continually invested in a community based marketing approach to engage action sports, motor sports and music communities."
"Through content creation rather than solely advertising, Relentless aims to earn respect rather than buy it within these communities," he said.
Another internet ad, for Evian, recently made it in to YouTube(')s list of the five most popular videos of 2009. Evian made it into fifth place with 27 million views of its video featuring babies performing roller-skating stunts to a hip-hop beat.
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