SOURCE: Modulates


August 26, 2014 09:00 ET

Activia Dominates Internet Shares by Teaming Up with Shakira and the World Cup for Groundbreaking Video

Internet Marketing Video Company Modulates Provides an Ideal Platform for "Trackvertising"

SANTA MONICA, CA--(Marketwired - Aug 26, 2014) - Activia, Shakira and the World Cup have changed the game for advertisers who are looking to sell more products with online advertising. The yogurt brand collaborated with popular singer Shakira for a video "La La La (Brazil 2014)" that was the official song for the 2014 World Cup in Brazil. The video has now accumulated 5,375,756 shares across Twitter, Facebook and blogs, surpassing Volkswagen's 2011 Super Bowl ad "The Force" as the most shared advertisement of all time.

Shakira and Activia are reaping the benefits of a new marketing trend called "trackvertising," which involves musicians combining their new releases with a brand sponsor to create a music video. "The trackvertising strategy is brilliant because it capitalizes on the popularity of music videos, which are far and away the most shared videos on the Internet," said Nouriel Gino Yazdinian, the founder of video platform company "In this case Shakira and Activia got maximum exposure by linking their brands to the 2014 World Cup, which was the biggest worldwide sporting and entertainment event of the year."

Yazdinian is an expert at creating innovative systems that allow brands to take advantage of online video advertising. Research has repeatedly proven that people are more responsive to Internet videos and are more likely to share them and buy the linked products. Modulates offers a sophisticated video platform that enables advertisers to create and post videos to the internet within minutes, promoting viral views and increasing click-throughs and buys.

Celebrities have been used to sell products for decades. Colombian singer Shakira benefited immensely from the Internet culture of viral videos, photos and social engagement, shooting to worldwide fame after her videos were heavily shared online. Earlier in 2014 Shakira shared the art for her single "Can't Remember to Forget You," on Instagram, bypassing traditional marketing channels to connect more directly with fans. According to Yazdinian, data shows that Shakira's move was a smart play. "Research confirms that people are no longer responding to traditional advertising. They spend more time online. It's absolutely crucial to reach people while they are on the Internet."

Modulates makes consumer engagement possible by permitting the easy recording and sharing of videos across all social media channels. The Modulates platform allows brands to collaborate on videos with celebrities.

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