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In classroom session during Internet Week, Rocketboom Executive Producer Barry Pousam discussed four pillars of viral marketing; congruency, emotive strength, network involvement ratio and paired meme synergy.
Illustrating the importance of maintaining congruency (the right brand, the right audience, the right medium) when launching something a marketer hopes will become viral, Pousam used a reverse example. Citing the Chevy Tahoe disaster in which the brand asked people to create their own commercial with supplied assets, Pousam argued the brand missed the mark when it opened up the contest to anyone on the internet versus somehow limiting it the suburban soccer moms to which it was more appropriate. To Chevy's credit, the brand left the negative videos up for a while.
Want to know how to make a viral? French magazine Jalouse and Matthew Frost think they have the answer. Check out this concept put into action video that clearly explains exactly how Frost plans to create this would be viral which, itself, is actually the "viral." Pretty cool. And we might actually be able to call it a viral since it's achieved almost 100,000 views.
Copyranter shares an interesting new "commercial" from LG. It's really quite brilliant and does a nice job highlighting the product's primary feature. Though we're not quite sure LG would actually want you to do what the guy in this video does.
Good God, this is disturbing! If you haven't already seen it, we won't give away the ending but be warned, it isn't pretty. Social media company Denizen created this Santa-themed holiday video for gaming company Destructoid. The video has already been viewed 1.75 millions times across several platforms and has been shared on Facebook 83,000 times.
With over 400,000 views already, this so-bad-its-good "viral" from Skittles is bound to actually go viral. Copyranter hates it. and we can see why. It's hideously annoying. But it does have its redeeming qualities. As "virals" go, wacky and weird usually work. And this video is full of wacky and weird. But what we like most about it is how much it reminds us of the high school hotties we so loved to see in gym class wearing their piped shorts and tube socks. Now its fashion. Back then, it was just what you wore to gym class. But it was still hot. And hot in a way that was natural. Not contrived as it seems today.
Tips and tricks for creating yet another lame "viral campaign."
1. Make sure you shake the camera when filming as if you were having a seizure. Because everyone knows only professional camera operators can hold a camera still.
2. Make sure you employ painfully contrived situations such as two female friends who are far too old to actually be caught dead on camera singing, "Don't you wish you were hot like me?"
3. Make sure you feign fear and incessantly zoom in and out on a mundane "clue."
4. Always type "WTF?!?!?" in the description of your video.
5. Hire a grandfatherly figure to lend some levity and calm to the stunt because, hey, grandpa never lies.
Perhaps many of you have already seen the video that shows couple of workers in Brooklyn face off with a meter maid after their meter has expired. The video gets interesting when, rather than accept the ticket, one of the guys whips out a chainsaw and cuts the meter in two. With close to 500,000 views, some media outlets reported the video as an authentic capture of the event.
Well, it's just another marketing stunt. Yesterday the company behind the stunt, Thinkmodo, posted a longer version of the video which reveals it was all a publicity stunt for the upcoming film In Time which opens today. We are told the initial video contained several elements of the movie such as the blue jump suits the men wore.
It's wonderful the original video has received almost 500,000 views. The problem here, of course, is that the "reveal" video had less than 500 views. Unless that video gets as many or more views as the original, it's all really just a waste. Unless, of course, we press types all write about it and inform everyone what it's really about. Which, of course, is exactly what Thinkmodo wants us all to do.
Here's a new "viral" for Nike. In the video, we see a guy on a skateboard traveling down a road at increasing speeds. there's the ubiquitous close up shot of the shoes before the camera pans out to capture the ubiquitous wipe out which is supposed to make the viral funny. You can laugh if you want to. We didn't. This stuff is way too predictable. Of course he was going to fall as soon as he got on the board. Some originality, please, people!
We admit it. We are a fan of the sometimes brilliant, sometimes cheesy 1970's movie series The Planet of the Apes. If you've been living on another planet and don't know what it's all about, it's a circular time travel story about how apes came to power and turned humans to slaves. The allegory, of course, is that we humans did, in some ways, the same to apes.
Tim Burton took a stab at a remake in 2001 to mixed reviews. The ending attempted to set of a mirror scenario in which Mark Whalberg time travels to an earth that is now run by ape. It seemed the series would continue in the vein of the seventies series exploring role reversal of apes being the superior species.
In an Internet Week panel entitled Can Viral Be Bought, panelists Buzzfeed Founder and CEO Jonah Pretti, BBDO Creative Director Jeff Greenspan and Bnter CEO and TFLN Co-Founder Lauren Leto discuss viral marketing and whether or not it can be bought just like advertising.
In the past few years we've noticed an interesting phenomenon: it's become cool to "like" the ad. This new cultural norm has contributed to making ads viral. It's ironic. What viewers didn't like before (ads) have now become cool. To become viral though, somebody has to see it, like it and share it. So the question becomes, "can you buy clicks?" The answer to some extent is yes. If people share it then you can optimize for sharing. Add a little science, add a little art, and share.
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