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March 18, 2011

Corning's 'Future Made of Glass' Video Goes Viral



By Beecher Tuttle
TMCnet Contributor



Coming off an extremely strong fourth quarter, specialty glass maker Corning (News - Alert) looked to make a bold statement during its annual investor meeting in February. To showcase the growth opportunities that it envisioned, Corning created a corporate video for investors that provided a sneak peek into its vision of the future of specialty glass.

The video, called "A Day Made of Glass," did more than impress investors – it went viral and soon became an Internet sensation.

Corning's five-minute film takes viewers through a day in the life of an average (and rather affluent) American family in the not-too-distant future. From first light to the end of the evening, the family makes its way through the day using more than a dozen specialty glass applications that may remind you of a sci-fi movie from the 80s.

Shots pan from the mother using touch-sensitive architectural display glass built into her bathroom mirror to email her office, to her kids utilizing scratch- and smudge-resistant appliance veneer glass to post and share electronic photos on their fridge.

The video then follows the wife to work where she passes by highly adaptive, electro-optical street signs and touch-enabled glass kiosks. When in the office, she relies on work surface glass to video chat with clients, share applications and leaf through three-dimensional proposals.

Daniel Collins, a member of Corning's corporate marketing team, told the US Glass News Network that the video features products and concepts that are in various stages of development.

“We’re working on inventing the technologies of the future,” he said. "For example, we work with appliance manufacturers on utilizing the glass in future products. There are prototypes in the labs of these appliance manufacturers."

John Mannion, director of client relations for Corning agency Doremus, told Marketing Daily that the video was not intended to be a viral hit – it was simply meant to inspire investors.

As of the publishing of this article, the video has more than 9.4 million views, making it the most watched corporate video ever. 



Beecher Tuttle is a TMCnet contributor. He has extensive experience writing and editing for print publications and online news websites. He has specialized in a variety of industries, including health care technology, politics and education. To read more of his articles, please visit his columnist page.


 
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