YouTube views are a valued currency for many advertisers. And now, J. Walter Thompson Amsterdam is turning them into an actual currency—convincing automaker client Opel to accept views of viral videos involving its vehicles as payment for them.
It works like this: Consumers are encouraged to create videos of Opel’s new “Online Edition” while loaning the vehicle for a test drive. (Please don’t film while driving, though.) Then, they can upload them to YouTube—and if the video goes viral, which of course gives the car huge exposure, Opel will accept the views in lieu of cash as payment.