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CASTING CALL FOR PET LOVERS: Looking for smart phone video of your pet doing funny, touching, memorable, crazy things.  We need everything from pets doing funny pee pee dances, chewing shoes, to licking their butts. And, of course, those cute cuddly pics too.
IMPORTANT:  Must be shot horizontally, not vertically. See image below for examples. Email us your You Tube link or email us directly at It may be used in a national video campaign Greenroom Communications LLC is creating.  THANKS!

iphone video tutorial

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Survey: Video Helps Persuade 73% of People to Buy a Product or Service

Courtesy of Search Engine Watch

This morning, Animoto reported new survey results that show video has a positive impact on purchase decisions and drives brand engagement. The new Animoto Online and Mobile Video Study surveyed 1,000 U.S. consumers and revealed that nearly three-quarters (73 percent) of respondents are more likely to purchase a product or service if they can watch a video explaining it beforehand.

“The business benefits of using video to increase discovery, traffic, engagement and conversion are widely documented, but we were curious about whether consumers actually find business videos helpful,” said Brad Jefferson, CEO of Animoto. “The data shows that there’s a real power in business videos to help people make confident shopping decisions. Further, consumers develop a more positive impression of companies that use video and even find such companies to be more trustworthy. Businesses that don’t embrace video are overlooking a valuable way to reach their customers and will struggle to keep up with the competition.”

Videos Play a Pivotal Role in Decision-Making During All Stages of the Customer Experience

Nearly all the respondents (96 percent) find videos helpful when making purchase decisions online – creating a significant opportunity for small businesses to capitalize by offering more video. The findings also show that videos hold tremendous value for driving brand awareness throughout the purchase process as well as post-purchase engagement:

  • 93 percent of respondents find video helpful in comparison shopping.
  • 87 percent of respondents find video helpful for researching additional items from the same brand.
  • 93 percent of respondents find video helpful for instructions post-purchase.

Video Drives Brand Engagement, Leaves Consumers With Positive Impression

According to the study, video helps businesses connect with their customers and leaves consumers with a positive impression of their brand:

  • 71 percent of respondents agree that watching video content produced by businesses leaves them with a positive impression of a brand/service/company.
  • Nearly two-thirds (64 percent) of respondents find it helpful to watch videos to learn more about the company they will purchase from.
  • 58 percent of respondents consider companies that produce video content to be more trustworthy.

Consumers Speak Out About Video Preferences

Longer videos aren’t necessarily more effective, with 83 percent of respondents citing the ideal length of a video to inform a purchase decision is five minutes or less.

Respondents also had interesting views on what types of video they would like to see more. From a tour of a restaurant’s ocean view to an interview with a conference speaker, people want to watch more video across industries, products, and services:

  • 42 percent of all respondents would like to see more product description or service demonstration videos, such as a 360 view of a product, how to play a game, or use a phone.
  • People would like to see more video content about electronics (57 percent), restaurants (39 percent), travel (34 percent), and exercise/fitness (33 percent).


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March 10, 2014 – Penn Holderness

We’ve gotten a ton of emails, and interest, after the release of our most recent “Next Day Video” about Oscar Night. The majority of the emails asked the simple question : How did you turn that video around so quickly?

The Oscars ended after midnight, and the video, which included original music, and a bunch of Oscar moments. went live on youtube at 4:30 AM, or a couple hours before people started logging on the next morning.

We did this to make a point to prospective clients – a good video does not always need a storyboard, a DP, three rounds of edits and a month of post production work.  In fact, in this new social media-driven world, a lot of times ads, and campaigns can grow stale if they take too much time to post them.

Oreo set an amazing example at last year’s Super Bowl.  They put a “marketing war room” together the night of the Super Bowl. When a “water-cooler event” happened, they got to work.  The power went out, and they put the now-famous “you can still dunk in the dark” pic on social media.  It blew up.  In fact, it became the biggest advertising success of the night, at an infinitesimal fraction of the cost to run a TV ad.











That motivated us to try the first-ever “Video War Room” the night of the Oscars.  Here were the rules:

1. Come into it with the framework of something good.  For us, it was the theme that as parents we didn’t see any of these movies.  We had already written the “hook” (the chorus), and several verses as well, knowing many of them would get cut for the sake of more current events.

2. Be patient.  This is something you learn as a news reporter.  Don’t take the first good thing you hear and skedaddle to the editing room.  Sit back, and digest what is going on.  Ellen had a great opening monologue (especially the Liza Minelli bit), but if we had taken that and gotten to work, we would’ve missed the water-cooler event of the night (Paging Mr. Travolta…)

3. Listen to your friends. If possible, watch the event with buddies, people who don’t have a vested interest in creating the video. They will give you an honest reaction to everything that is going on.

4. Scour Twitter.  That is honestly 99% of what my wife did that night.  We were actually downstairs making some changes when Adele Dazeem happened.  Twitter blew up, we went upstairs and hit rewind, and we knew we had the water-cooler event.

5. Don’t have too many cooks in the kitchen.  For a War Room, you need the smartest people you know, but one clear voice that will make the final decisions.  If that voice can also be the writer and editor, that is ideal.

6. S.M.A.S.H.  This is a strategy Greenroom adopted on its first day, and it is still working well.  make sure your production includes each of the following:

Speed : explained above – quick turnaround keeps it fresh

Music : Whether its at the forefront, a bed or and open/close, it’s pretty standard for anything that isn’t a vine or gif.

Asymmetry : Look for, or create, moments that are out of balance, things that you don’t normally see.

Spontaneity : in the course of the writing, editing, and shooting, don’t be afraid to take any additional great moments and fit them into the piece.  They may not have been part of your original plan, but they are often the best, and most memorable, moments.

Humor : Not for every video, but unless it’s an incredibly serious subject, you need to find a way to make the viewer smile.  How? That’s worth an entirely different blog post.

Thanks for reading… Agree? Disagree? By all means, let me know.

~ Penn


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Oscars with the Holderness Family – #dayaftervideo

I remember the last time Ellen hosted the Oscars. It was seven years ago, and we had just had our first child… which means that during Oscar season, Kim was in her third trimester and there was NO better place to take her than a dark, climate controlled room. So we saw every single best picture nomination, even a few foreign films and documentaries. We were movie buffs, and we were better for it. MOVIES ARE AWESOME.

Seven years later, well, just watch the video. We have an incredibly active family. Watch the video here.

oscar night with holderness family

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SNOW DAY: The Musical is spreading…

Thanks for the shout out Right This Minute.   This fun website features videos first, before they go viral.

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Families, how do you REALLY feel about snow days with your kids? We had a snow day yesterday (Wednesday, February 12), and decided to use the day putting this together…

Thanks to our neighbor Donnie, who drove our car through the cul de sac during the biggest snowstorm we’ve had in maybe a decade, and our neighbor Ella, who was the only camera person outside our family (and she’s 13!). Also thanks to that really nice woman from Twitter who made me a floating Bob Costas head. It takes a village to make a moderately amusing music video.

Oh and school is closed again today and I’m sure tomorrow.


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XMAS Jammies Part 2

#XMAS Jammies Part 2Ahh, the magic of the holidays.  The happiness (and insanity) that happens when families get together… the look on a child’s face while tearing apart wrapping paper.

And, one of my favorite parts, the fake reaction you give your spouse when you open a clothing box and it’s something that you would NEVER wear.

“Oh, um, honey, I, uh, love it!”

Granted, this goes both ways.  10 years ago I bought my wife a pair of shoes that she has worn TWICE.  She won’t give them away or chuck them because of their “sentimental” value, but what was I thinking? Clothing is so incredibly personal.  What’s more, most of us would rather grin and wear it than disappoint our loved ones.

So, lets get it all out on the table.  Ladies, here is some shopping advice from the husbands who absolutely adore you, but haven’t had the courage to say, “you really want me to wear THAT?”


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The Viral Firestorm!!

12 Million Views

Sharon here.

So, as I sit here on the couch….wait for it… in my #XMASJammies, I wanted to reflect and share what the last week has been like.

Many people have asked us if we expected this to happen.  Ummmm, no.  Of course, we were hoping #XMASJammies would surpass last year’s Christmas video.  And truth be told, we have other videos that have surpassed the 100,000 mark this year.

But 12 million is a whole other inconceivable notion we’re thrilled to be experiencing, to say the least. Before this viral firestorm took off, we were a little video production company in Raleigh, NC seeking out good projects that require clever creativity, solid production and a digital strategy to amplify the stories.

Then, Penn’s gifted brain got to work.  Concept born – check. Melody selected – check. Lyrics written – check.  Location scouting – check.  Add in the ridiculously gorgeous and talented Kim and their precious kids – check.  I’m certainly simplifying the creative process here but you get the idea and you’ve seen the results.

We are so very grateful for all the love friends, family and complete strangers have shown for #XMASJammies.  It has a life of its own now.  Although, we will continue to coddle this baby for all its worth.

Before I sign off , we want to give a quick shout out to Don, Jamie and Brady from Uncle Jake Media who worked around the clock trying to get our site back up after huge traffic spikes crashed it. wasn’t built to handle the kind of glorious visits we received so they had to wave magic wands to the server gods to bring us back online.  Also, many thanks to Cynthia, Ketti, Elise and Sylvia for their adding this unexpected work load to their week.  WOW!

Here’s to 2014!!



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Because Going Viral Wasn’t Enough

Courtesy:  News and Observer

The Vas PackWAKE FOREST — They lounged together on a puffy sofa: four pals with beers in their hands, pizza on their plates and bags of frozen peas slowly defrosting in their pants, soothing snipped manhood.

Only hours before, these brave comrades had piled into a car, thirsty for adventure, and jaunted to the urologist’s office for a group vasectomy.

They figured: Why not take a potentially negative experience and share it with friends? Why not link arms, grit teeth and stare down three injections to the groin? Why not turn sterility into a bonding experience?

“Really, it’s just about buds getting together,” explained Jake Fehling, 33.

The idea started as a conversation between Fehling and Penn Holderness, whom you may recognize as the news anchor for WNCN, or for his blink-and-miss-it appearance in “Iron Man 3,” or for the slowly-going-viral video featuring his family in their Christmas jammies, in which Papa Holderness performs a dance step that closely resembles a twerk.

Both proud and happy fathers, they thought they might hang up their reproductive spurs; fade into the procreative sunset; put the stud horse out to pasture.

“We love our kids, but we don’t have to give birth to them,” said Holderness, 39. “If we did it (the vasectomies) together, it might be more fun. I know people who’ve had this done and been really bummed out afterward. I guess it’s part of your manhood that’s not there.”

Enter David Sonntag, 33, who called one day inquiring about maybe getting together and hitting some golf balls, and then mentioned that he’d been mulling over the idea of a clipped vasa deferentia.

Then in walked Derrick Minor, 36, who ran into the group at an Artspace benefit in downtown Raleigh; he also remarked on his willingness to undergo the incision. And who should appear at that very benefit but Dr. Jerome Parnell, urologist.

“The sea parts on the dance floor, and there’s our doctor,” Holderness said. “That was the closer. That was Mariano Rivera.”

And so the Vas Pack had formed.

Not that there weren’t cold feet, even among the patients’ wives. These four men had fathered 10 children between them; but even then, you can’t help feeling nervous about nixing the chance for more kids. Vasectomy reversal is possible, but risky.

Then there’s the primal, caveman urge to populate the Earth. The caveman inside a vasectomy patient argues that sowing seeds is a man’s first and greatest role, and that he should approach the job like a genetic Johnny Appleseed.

But off to the urologist the four went, doubts behind them, only to discover that Parnell was waiting for them with a pair of hedge clippers and a drill. Chuckles all around.

Here’s the thing about a vasectomy: It takes about 8 minutes. Getting your teeth cleaned at the dentist can last an hour. But kinking the hose from which all life flows can require less time than boiling an egg.

The injections hurt the most – especially the third one, which hits square in the target. And then there’s the actual snip, which is loud enough for a spectator to hear.

But for our heroes, the experience was made lighter by the tweeting, the iPhone movies, the behind-the-scenes pictures and the doctor screaming a feigned, “Oh no!” for the benefit of people in the waiting room.

And afterward, recuperating on Fehling’s couch, they were lighthearted enough about it all to compose a song to the tune of The Cure’s “Friday I’m In Love,” which Holderness strummed on the guitar:

Oh, we have kids that we adore

but our wives don’t want any more

so they sent us to the snippy store

It’s Friday, we’re getting a vasectomy!

From my vantage point, the level of manliness hadn’t dipped at all among this group. If anything, it has escalated. Here were four brothers joined in a painful rite of passage, crossing the bridge to middle age like Vikings over a stormy sea.

Shaffer: 919-829-4818

Read more here:


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Huffington Post Features #XMAS Jammies Video

‘Christmas Jammies’ Rockets Holderness
Family To Viral Video Fame

The Huffington Post  |  By Posted: 12/15/2013 4:01 pm EST

In the age of Twitter and Facebook, it’s easy for the annual Christmas card to feel a bit dated.

The Holderness family of Raleigh, NC, appears to have turned convention on its head with their card – a now hugely viral video called Christmas Jammies, or more appropriately 2013, #XMAS JAMMIES.

Set to Will Smith’s “Miami” (warning: it will get stuck in your head), “Christmas Jammies” includes standard Christmas card fare — announcements about each family member’s individual accomplishments, including (surprise!) mom and dad’snew marketing and media companyPenn used to work as an anchor for WNCN (he announces he’s quitting mid-video, shortly after rapping about his vasectomy); meanwhile, Kim has experience in the entertainment industry.

So, yes, it is ultimately, a clear publicity stunt, albeit an effective one with very high production quality.

Since going viral, the video has been touted around the web as well as on Good Morning America and Fox and Friends. All of this web success, however, comes in the midst of a literal viral storm at home. Dad says on his blog that Kim and their daughter, Lola, have an actual stomach virus that is sort of keeping them from fully embracing the moment.

Hope you feel better soon Holdernesses — and enjoy the time in your jammies too!

Courtesy of the Huffington Post



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