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The Beef Industry’s ‘Drool Log’ Is a 2-Hour Video of a Prime Rib Roast on a Spit

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Video Content Marketing

Considering we’re supposed to be in the era of 6-second ads and TikTok loops, it’s a bit counterintuitive that marketers continue to love one seasonal form of ultra-long-form content: the branded Yule log.

From Lagavulin’s 45 minutes of Nick Offerman enjoying a fireside Scotch to Old Spice’s adrenaline-fueled hour of “Ye Olde Exploding Yule Log,” a range of brands in recent years have brought their own spin to the concept of a crackling fireplace. Marvel even made 10 hours of superhero-themed Yule log videos featuring the fictional homes of Iron Man, Ms. Marvel, Captain America and more.

The odd niche’s newest addition comes from the National Cattlemen’s Beef Association, otherwise known as the beef industry advocates behind the 27-year-old marketing campaign, “Beef. It’s what’s for dinner.”

The group’s “Drool Log” video, created in partnership with agency VMLY&R, features two hours of a prime rib roast sizzling on a spit in real time, streamable on YouTube.

Expanding on the beef association’s success with other, albeit shorter, …

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