B-to-B Firm Hopes Facebook-Look-Back-Styled Video Reels In Zuck, Martin and Marissa

Eyeview's effort could be a reach, or brilliant

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Who knows if Eyeview's stunt will work, but credit it for thinking outside the box. The personalized video technology firm is emailing a Who's Who of the advertising world a Facebook-look-back-styled video that is designed to tell part of their personal story, including where they went to school, where they currently live and one of their recent tweets (if they are on Twitter, that is).

Mark Zuckerberg, of course, doesn't really need a Facebook-look-back-fashioned video, but he's about to get one anyway. (Watch his here.) So will hundreds of other company chiefs, including WPP's Martin Sorrell, Apple's Tim Cook, Yahoo's Marissa Mayer, David Sable at Young & Rubicam, GroupM's Rob Norman, Google's Larry Page and Eric Schmidt, Jaguar Land Rover's Joe Eberhardt and Roger Markfield of American Eagle, among others.

Email is an inexpensive delivery platform. Business-to-business and business-to-consumer direct marketers absolutely love the format's potential return-on-investment. But adding video to the mix raises the price considerably. New York-based Eyeview says this effort came in under $100,000, thanks to producing the initiative in-house.

At any rate, the vendor is sending out 1,000 personalized videos to C-suite execs. Amit Mashiah, svp of marketing for Eyeview, shrugged off the notion that he should actually be sending ad-tech product pitches to managers who think about those issues all of the time rather than the Zuckerbergs, Sorrells and Mayers. Instead, he persisted, he's trying to make an emotional connection with the big kahunas.

"In order to be the catalyst for the change from repurposing TV ads online to providing a unique individual ad experience," Mashiah said, "advertising decision makers will need to know what's possible. We're showing them that through targeting this campaign at these executives."

Eyeview can only hope those execs actually open up their own email messages. It's fair to wonder how many truly do. But if a few of their firms' end up placing a substantial order, well, Mashiah might not look he's reaching after all.

@Chris_Heine Christopher Heine is a New York-based editor and writer.