I finally brought myself to go check out Applebee’s Real Videos campaign. In light of some press we’re putting out about Control Freak , I wanted to put together a few case studies of brands utilizing a social media aspect, of which there are many of course. So, it all seems pretty straightforward, video yourself and your friends having a good time at one of Applebee’s many locations and submit via a nicely prominent section on the main website. That’s it! I assumed there was some competition aspect where I might win a year’s supply of Applebee’s coupons, or a party for me and my friends or something. Nope, just to be part of a growing community of similar subscribers and the chance to appear on their homepage and maybe, just maybe TV. Yes, simply that: to be on TV. OK, this appeals to a certain audience but this audience is a large chunk of America and the rest of the world. I kind of like that it represents a simple pleasure/payoff and not one based around winning more stuff. So, while the masses jockey to be on TV, the medium in it’s most basic form is not for the knackers yard yet and it’s refreshing to see a brand change the game a little whilst taking advantage of producing extremely low cost ads!