YouTube would like brands to engage on its platform in the same or similar ways as its viral luminaries.
To that end, the Google-owned video social platform is putting brands through a video content creation “boot camp” called the Brand Partner Program.
The aim is to run 100 brands through the program.
From Advertising Age
The three-day Brand Partner Program kicked off with a "state of the union"-style address on the TV and online video landscape and culminated in actual content creation using YouTube's airplane hangar-sized studio and TV-quality equipment. But the highlights for many marketers in attendance were the opportunities to hear from YouTube stars and online video network execs about how they program for their audiences.
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After they complete the program, participants are linked up with a partner manager that helps them manage their YouTube presence.