Saturday, December 15, 2007

What If? Colorado - Part 3

Youtube Vidies Not Cheap! In an earlier post, I expounded on the questionable “What If? Colorado” advertising campaign conducted by Ground Floor Media to promote emergency preparedness awareness. The “What If? Colorado” campaign was funded through a grant from the U.S. Department of Health and Human Services. The overall cost of the campaign was approximately $758,000. Quickly visiting each Youtube episode and noteing the total hits on each, I find a total of 6,525 hits spread across 21 episodes (at this date and time). Whoa Nelly! That comes to a cost of $116.17 per view. So if one person watched all 21 episodes, it cost S2,439.54 to make that person more aware. If, that is, it actually did. No post-tests were announced. My take: you could put together quite an emergency kit for that amount.

So let's all watch Episode 12, which got the least number of hits, and bring that cost down.


  1. Anonymous9:27 AM

    Hi Gerard,

    The total cost of the campaign included a PSA media schedule (radio and TV), flu shot awareness campaign, outreach to local public health agency representatives for local events throughout the summer, two corporate programs with King Soopers and Eldorado Natural Springs Water, Web site, media launch programs in Grand Junction, Denver and Colorado Springs AND the What If? Colorado reality house campaign. The actual video portion and four day reality show was only 17% of the total budget. If you are interested in learning more, please feel free to contact us via our web site at According to our numbers, the average cost per impression (which is now over 51 million) is approximately $.01.

  2. Thanks for the comment and the new information. I sure would like to see how you got 51 million "impressions", but I'm guessing that's really none of my business.