Sesame Street Teaches a Lesson in Content Marketing

cookie-monsterOn July 10, the hit song many of us still can’t shake from our heads, Carly Rae Jepsen’s “Call Me Maybe”, once more took social media by storm.

The song, referenced in image macros and parodied by just about everyone, went viral again, this time featuring a lead performance from famed baked-goods enthusiast, Cookie Monster.

This hilarious sendup of one of pop culture’s biggest sensations is another reminder of how Sesame Street has managed to continue teaching the world, moving now to lessons on integrating social media into one’s branding and marketing strategy. The Cookie Monster video is the latest in a long line of excellent YouTube content Sesame Street has been producing for years now.

Currently, the company’s YouTube account has over 763 million total views with Cookie Monster’s latest performance already capturing over 1.6 million views. Their most popular video to date is “Elmo’s song”, released in 2009 and currently sitting at over 72 million hits.

Tweets From The Street

As a television program, it’s easier for Sesame Street to incorporate the video sharing giant into its social media strategy than most brands. Sesame’s social media presence, however, doesn’t stop there.  Big Bird, The Count and friends are all well represented on the brand’s Twitter page as well, it’s no wonder the account has attracted over 800,000 followers to date.

Sesame Street’s Twitter following is all the more impressive when you consider that young children, their content’s ostensible target audience, don’t occupy a notable chunk of Twitter’s user base. Adults are following along, as Sesame Street churns out fresh, funny tweets on a daily basis. It gives parents and educators everywhere plenty of fresh content and resources to share with their children and young students at home, and in the classroom.

Stuck for Content Ideas? Listen to your Fans!

We’ve previously written about the value of allowing your audience a say in helping you produce fresh new branded content. Sesame Street’s smash hit Cookie Monster video, in fact, appears to have come about thanks in large part to reaction from their social media fans. On June 18, they tweeted the following:

While many Sesame Tweets get plenty of shares, that particular tweet hit over 9100 retweets, and the Sesame Street team took notice. In a new tweet on July 10, while launching the Cookie Monster video, they made note that their fans helped give them the idea for the video.

The main Sesame Street handle isn’t as heavy on two-way interaction just yet, but Sesame Street’s Director of New Media Communications, Dan Lewis, is a very active tweeter from his personal account as well.

For over 40 years, Sesame Street have been pioneers in the art of finding fun and engaging ways to educate us. With the rise of social media platforms, they’ve found one more way to keep helping us learn.

(Note: This post originally appeared on the Salesforce Marketing Cloud blog on July 11, 2012.)


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