United States Marine Corps
New YouTube Brand Channel / J. Walter Thompson Atlanta
The United States Marine Corps continues to stretch their social limits and their investment in YouTube with the launch of a new Pandora-inspired branded channel. The new USMC content hub is a first-of-its-kind for YouTube. Unlike any other channel in design, aesthetics and functionality, the circular player features a back-end logic and algorithm similar to Pandora. The site serves up content based on what the users are liking, creating a unique and different user experience for every person who views the page. This movement towards guiding the user and showing recommended content instead of letting the user drive his own experience is a huge step in a new direction for YouTube. With over 11 million views, the Marines' YouTube page has proven to be a successful platform to communicate with their target market and this updated brand channel innovation exemplifies their commitment to leading in the social space.
View the redesigned brand channel at http://www.youtube.com/ourmarines