Sometimes we, as marketers, can take a page from what is working for those who aren’t spending much on advertising. One such successful campaign is done by the group OK Go.
They’re an indie (genre, not unsigned) band with a great sound and a sizeable following. Their YouTube profile is well done and their videos are very popular because they are smart and entertaining. When you add those qualities to their sound you’ve got a band that’s going places.
They’ve chosen YouTube to air their modestly done videos so they’re not paying for distribution there, though as they are signed by Capitol Records they could certainly afford to spend money in advertising. Their videos appear to be done with very little cost (ie they have the look of a camcorder and and very little editing). And, they are personally answering their comments and creating their own dance contests. The level of intimacy with their fans is impressive.