Knowing 90% of Facebook users watch videos with the sound off, AmEx surprised the first 50 people watching their advert with the sound on with a free ticket to a concert. All they had to do was tell them the name of the band’s lead singer – easy!
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Rather than taking the stat that 90% of FB users watch videos without sound to create silent content, they reward the 10% that turn up the volume. By promoting the rewards that the listeners received, they might very well find that their future FB videos receive above average views with sound.