When you’re launching a new web site, you better come up with something creative to stand out. After all, a new web site on its own simply isn’t news. But how about a web site launch in conjunction with an online promotional video that has nearly 3 million views? now that’s news.That’s exactly what distributor firm Clayton Kendall (asi/162968) did earlier this year when it launched its new www.rushtshirts.com web site. To attract attention for the launch of its new business, Clayton Kendall decided to hire two YouTube stars to create and star in the video. The duo used stop-motion technology (also known as stop-action or frame-by-frame), along with 220 individually-printed t-shirts, to show the capabilities that Clayton Kendall had. The video can be seen here: www.youtube.com/watch?v=DKWdSCt4jGE “We wanted to create a video that exemplifed our T-shirt concept, was entertaining and had mass appeal to both a business-to-business and business-to-consumer audience,” says Dan Broudy, vice president of Clayton Kendall. “We hired two YouTube stars and it was their idea to use stop-motion animation and to approach this from a T-shirt battle scenario. it was a fun project.” it was also a project that brought lots of attention in the form of online clicks both to the video and to Clayton Kendall’s new web site. The video shows the two stars battling it out to create the fastest and most creative T-shirt. in a fast-moving video, the two put on and shed a total of 220 individual T-shirts. In all, it’s a professionally produced and compelling video that absolutely fulfiled the goals of this distributorship to increase awareness for a new online business and to sell T-shirts. “We wanted to garner maximum exposure for the new web site,” Broudy says. “within four weeks of posting the video, we had over 2.5 million views. it brought a lot of traffic to our web site, and informed 2.5 million people of our existence. Sales for the T-shirts are going strong, and we have been selling them all over the world. in fact, sales are still coming in for the T-shirts from the video, and we have had many custom T-shirt orders as a result of the video.” – AC