The agency site reborn as YouTube channel

It was inevitable. BooneOakley, an independent shop in Charlotte, N.C., has scrapped its Web site in favor of a YouTube channel. Visitors to BooneOakley.com are redirected to YouTube, where they are greeted by a three-minute clip showing the story of “Billy,” a marketing director who hired an agency owned by a holding company, got fired and then got killed by his pissed-off wife. The site has links to work and partner bios, and it uses the YouTube ability to embed links inside videos. It’s an interesting approach to build a Web presence directly on a platform rather than a stand-alone destination, but you have to wonder about choosing only video as a way for BooneOakley to tell its story. The news section, for instance, is a video clip about the Obamas using the agency’s initials in naming their dog. And while YouTube’s “hotspotting” is a clever way to move around to different videos, the navigation is far from straightforward. I kept having to click back to the Billy intro video to get to other parts of the site.

—Posted by Brian Morrissey