Case Study: A Video and PSA Press Release

The American Lung Association of California had a powerful tool in its “Freedom from Smoking” public service announcement featuring actress and comedian Carol Burnett. But when the branch wanted to extend the reach of the PSA, Online Video Service suggested integrating it into an e-mail campaign aimed at media professionals.

Online Video Service worked directly with the organization’s communications staff to design a unique video webcast experience that included a logo, other branding and links to more information about the campaign. Services included:

• Consulting on Best Practices for online video delivery
  
  
• Conversion of taped video into computer files optimized for high-quality, online delivery
  
  
• Programming of a custom “branded viewer”

The Carol Burnett video PSA is one of the most powerful and popular features of the American Lung Association of California’s website. Moreover, the email campaign reduced promotion costs by taking media professionals directly to the website and saving the expense of mailing hundreds of videotapes and other press materials.

You can watch Carol Burnett's video, and others Online Video Service has distributed for the ALAC, on ALAC's video page.