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THE BRIEF: Viral by numbers
Wednesday April 11th 2012By TO411Daily Columnist
Linda Chandler
Viral 1: Elicit emotions New media analyst and writer, Thomas Baekdal, says, “Forget neutral, trying to please everyone, supporting several target groups or any of the many ways to be unbiased. Viral marketing is 100% about emotions.* The element of surprise, amazement, concern… joy. Here’s one that accomplishes them all.
What 67 million hits say about this particular video’s content is that it’s a sender. Yes. Babies and funny animals always eclipse humans when it comes to interest. Think eTRADE and TELUS. And though “TALKING TWIN BABIES” isn’t a brand video it is one to study for everything it is.
Viral 2: It’s a film – treat it like one. The talking twins’ video is a good story. In a suburban kitchen are two babies, in their diapers, in the midst of a super-animated conversation. At first they’re congenial. Then they’re in disagreement. Stamping feet. Flailing hands. What the…? The babies debate one another, laugh at their in-jokes, negotiate over something, listen and ponder. It’s just a slice of life. Truly extraordinary. And weird. Is anyone here conversant in Baby? Who ever witnessed something so curious and adorable and compelling?
Viral 3: Do something compelling, and that doesn’t mean you have to be Bud Lite funny. You can also be exquisite like L’Odyssee de Cartier…
Or remarkable – like this demo from SAMSUNG’s GALAXY NOTE
Viral 4: Global brands think universal. Just because your commercial is hilarious in one market doesn’t mean it’s necessarily viral. Perhaps it isn’t. Because if your video is lost in translation, it could lose its likeability, in your brand’s foreign markets. Especially during its endless life on the web. An excellent example of a global brand going viral with universal appeal is Dove’s “Evolution”. You have no doubt seen the brilliant demonstration of how an ordinary young woman is transformed into a swan with makeup, hair styling and special effects. How could you not look more kindly at yourself after realizing all the tricks of the beauty trade?
Viral 5. Brand lightly. Harvard Professor, Thales Teixera writes in The New Science of Viral Ads The more prominent or intrusive the logo, the more likely viewers are to stop watching – even if they know and like the brand.” Nobody wants to be an unpaid door-to-door salesman for your brand. But an irrepressible video can grow advocacy overnight. There’s something to be learned from viral videos like this one, “The Escaltor” by Becal.
And here’s another for John West Salmon “Bear Fight”:
Viral 6: Viral is the free ride for your brand’s cause. Unless you’ve been unplugged or in a coma, you are amongst the 50 to 100 million people worldwide who saw the stunning Kony 2012 video for the Invisible Children’s Charity directed by filmmaker, Jason Russell. Russell’s objective was to bring awareness to the plight of the children used by Joseph Kony and the LRA to fight wars in Northern Uganda. This is a long video, so be advised.
Once awareness for the cause caught on, (like wildfire in this case) more Children’s Charity videos laid out a blueprint for activism and set young advocates in motion.
And ignited the media like this
Viral 7: It should be easy to share, download and embed. To make sure people can share it, Thomas Baekdal recommends the following.*
– Download the content, in a usable format (videos in MPG, pictures in JPG etc.)
– Allowing them to easily embed the content on their own sites (Note: remember bandwidth issues)
– Sending it to friends, either using a link or by sending the content directly.
– Publishing it on varies social networks – Digg, YouTube etc.
– Allow people to add it the bookmarking sites.
Smirnoff’s “TEA PARTAY” is one worth sharing.
TEA PARTAY became a 6 million Western world phenom. More phenomenal when you consider that it continues to thrive on the web as a result of Smirnoff having no budget to saturate television. And this video does so many things by the number. It evokes fun and cool. It’s compelling in its style. It’s shot like a music video. It doesn’t over-brand. And like all things that go Gaga, it’s share worthy. A virtually free ride for the brand.
Viral 8: Make it easy. Baekdal adds, to make it easy by not asking people to register, become members, download special software, enter “unlock” codes or anything else to get the link right.
Viral 9: Viral requires a degree of Oh f–k it. Keep dreaming up those crazy, wild, loveable, controversial, provocative, beautiful, visionary, idealistic, irreverent ideas, and send them to The Brief.
Sources of inspiration
- The full Kony 2012 viral story is also about the video’s backlash. Check out Noam Cohen’s piece called A Video Campaign and the Power of Simplicity, printed in The New York Times, March 11, 2012 http://www.nytimes.com/2012/03/12/business/media/kony-2012-video-illustrates-the-power-of-simplicity.html?_r=1&scp=1&sq=Kony%20Video&st=cse
- Millward Brown, a leading global research agency specializing in advertising, marketing communications, media and brand equity research. http://www.wpp.com/wpp/marketing/reportsstudies/topassortopassiton.htm
- Thomas Baekdal www.baekdal.com/
—–
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
http://to411daily.com/catalog/the-brief/
Front Page, Industry News
THE BRIEF: Viral by numbers
Wednesday April 11th 2012By TO411Daily Columnist
Linda Chandler
Viral 1: Elicit emotions New media analyst and writer, Thomas Baekdal, says, “Forget neutral, trying to please everyone, supporting several target groups or any of the many ways to be unbiased. Viral marketing is 100% about emotions.* The element of surprise, amazement, concern… joy. Here’s one that accomplishes them all.
What 67 million hits say about this particular video’s content is that it’s a sender. Yes. Babies and funny animals always eclipse humans when it comes to interest. Think eTRADE and TELUS. And though “TALKING TWIN BABIES” isn’t a brand video it is one to study for everything it is.
Viral 2: It’s a film – treat it like one. The talking twins’ video is a good story. In a suburban kitchen are two babies, in their diapers, in the midst of a super-animated conversation. At first they’re congenial. Then they’re in disagreement. Stamping feet. Flailing hands. What the…? The babies debate one another, laugh at their in-jokes, negotiate over something, listen and ponder. It’s just a slice of life. Truly extraordinary. And weird. Is anyone here conversant in Baby? Who ever witnessed something so curious and adorable and compelling?
Viral 3: Do something compelling, and that doesn’t mean you have to be Bud Lite funny. You can also be exquisite like L’Odyssee de Cartier…
Or remarkable – like this demo from SAMSUNG’s GALAXY NOTE
Viral 4: Global brands think universal. Just because your commercial is hilarious in one market doesn’t mean it’s necessarily viral. Perhaps it isn’t. Because if your video is lost in translation, it could lose its likeability, in your brand’s foreign markets. Especially during its endless life on the web. An excellent example of a global brand going viral with universal appeal is Dove’s “Evolution”. You have no doubt seen the brilliant demonstration of how an ordinary young woman is transformed into a swan with makeup, hair styling and special effects. How could you not look more kindly at yourself after realizing all the tricks of the beauty trade?
Viral 5. Brand lightly. Harvard Professor, Thales Teixera writes in The New Science of Viral Ads The more prominent or intrusive the logo, the more likely viewers are to stop watching – even if they know and like the brand.” Nobody wants to be an unpaid door-to-door salesman for your brand. But an irrepressible video can grow advocacy overnight. There’s something to be learned from viral videos like this one, “The Escaltor” by Becal.
And here’s another for John West Salmon “Bear Fight”:
Viral 6: Viral is the free ride for your brand’s cause. Unless you’ve been unplugged or in a coma, you are amongst the 50 to 100 million people worldwide who saw the stunning Kony 2012 video for the Invisible Children’s Charity directed by filmmaker, Jason Russell. Russell’s objective was to bring awareness to the plight of the children used by Joseph Kony and the LRA to fight wars in Northern Uganda. This is a long video, so be advised.
Once awareness for the cause caught on, (like wildfire in this case) more Children’s Charity videos laid out a blueprint for activism and set young advocates in motion.
And ignited the media like this
Viral 7: It should be easy to share, download and embed. To make sure people can share it, Thomas Baekdal recommends the following.*
– Download the content, in a usable format (videos in MPG, pictures in JPG etc.)
– Allowing them to easily embed the content on their own sites (Note: remember bandwidth issues)
– Sending it to friends, either using a link or by sending the content directly.
– Publishing it on varies social networks – Digg, YouTube etc.
– Allow people to add it the bookmarking sites.
Smirnoff’s “TEA PARTAY” is one worth sharing.
TEA PARTAY became a 6 million Western world phenom. More phenomenal when you consider that it continues to thrive on the web as a result of Smirnoff having no budget to saturate television. And this video does so many things by the number. It evokes fun and cool. It’s compelling in its style. It’s shot like a music video. It doesn’t over-brand. And like all things that go Gaga, it’s share worthy. A virtually free ride for the brand.
Viral 8: Make it easy. Baekdal adds, to make it easy by not asking people to register, become members, download special software, enter “unlock” codes or anything else to get the link right.
Viral 9: Viral requires a degree of Oh f–k it. Keep dreaming up those crazy, wild, loveable, controversial, provocative, beautiful, visionary, idealistic, irreverent ideas, and send them to The Brief.
Sources of inspiration
- The full Kony 2012 viral story is also about the video’s backlash. Check out Noam Cohen’s piece called A Video Campaign and the Power of Simplicity, printed in The New York Times, March 11, 2012 http://www.nytimes.com/2012/03/12/business/media/kony-2012-video-illustrates-the-power-of-simplicity.html?_r=1&scp=1&sq=Kony%20Video&st=cse
- Millward Brown, a leading global research agency specializing in advertising, marketing communications, media and brand equity research. http://www.wpp.com/wpp/marketing/reportsstudies/topassortopassiton.htm
- Thomas Baekdal www.baekdal.com/
—–
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
http://to411daily.com/catalog/the-brief/
Leave a Reply
Front Page, Industry News
THE BRIEF: Viral by numbers
Wednesday April 11th 2012By TO411Daily Columnist
Linda Chandler
Viral 1: Elicit emotions New media analyst and writer, Thomas Baekdal, says, “Forget neutral, trying to please everyone, supporting several target groups or any of the many ways to be unbiased. Viral marketing is 100% about emotions.* The element of surprise, amazement, concern… joy. Here’s one that accomplishes them all.
What 67 million hits say about this particular video’s content is that it’s a sender. Yes. Babies and funny animals always eclipse humans when it comes to interest. Think eTRADE and TELUS. And though “TALKING TWIN BABIES” isn’t a brand video it is one to study for everything it is.
Viral 2: It’s a film – treat it like one. The talking twins’ video is a good story. In a suburban kitchen are two babies, in their diapers, in the midst of a super-animated conversation. At first they’re congenial. Then they’re in disagreement. Stamping feet. Flailing hands. What the…? The babies debate one another, laugh at their in-jokes, negotiate over something, listen and ponder. It’s just a slice of life. Truly extraordinary. And weird. Is anyone here conversant in Baby? Who ever witnessed something so curious and adorable and compelling?
Viral 3: Do something compelling, and that doesn’t mean you have to be Bud Lite funny. You can also be exquisite like L’Odyssee de Cartier…
Or remarkable – like this demo from SAMSUNG’s GALAXY NOTE
Viral 4: Global brands think universal. Just because your commercial is hilarious in one market doesn’t mean it’s necessarily viral. Perhaps it isn’t. Because if your video is lost in translation, it could lose its likeability, in your brand’s foreign markets. Especially during its endless life on the web. An excellent example of a global brand going viral with universal appeal is Dove’s “Evolution”. You have no doubt seen the brilliant demonstration of how an ordinary young woman is transformed into a swan with makeup, hair styling and special effects. How could you not look more kindly at yourself after realizing all the tricks of the beauty trade?
Viral 5. Brand lightly. Harvard Professor, Thales Teixera writes in The New Science of Viral Ads The more prominent or intrusive the logo, the more likely viewers are to stop watching – even if they know and like the brand.” Nobody wants to be an unpaid door-to-door salesman for your brand. But an irrepressible video can grow advocacy overnight. There’s something to be learned from viral videos like this one, “The Escaltor” by Becal.
And here’s another for John West Salmon “Bear Fight”:
Viral 6: Viral is the free ride for your brand’s cause. Unless you’ve been unplugged or in a coma, you are amongst the 50 to 100 million people worldwide who saw the stunning Kony 2012 video for the Invisible Children’s Charity directed by filmmaker, Jason Russell. Russell’s objective was to bring awareness to the plight of the children used by Joseph Kony and the LRA to fight wars in Northern Uganda. This is a long video, so be advised.
Once awareness for the cause caught on, (like wildfire in this case) more Children’s Charity videos laid out a blueprint for activism and set young advocates in motion.
And ignited the media like this
Viral 7: It should be easy to share, download and embed. To make sure people can share it, Thomas Baekdal recommends the following.*
– Download the content, in a usable format (videos in MPG, pictures in JPG etc.)
– Allowing them to easily embed the content on their own sites (Note: remember bandwidth issues)
– Sending it to friends, either using a link or by sending the content directly.
– Publishing it on varies social networks – Digg, YouTube etc.
– Allow people to add it the bookmarking sites.
Smirnoff’s “TEA PARTAY” is one worth sharing.
TEA PARTAY became a 6 million Western world phenom. More phenomenal when you consider that it continues to thrive on the web as a result of Smirnoff having no budget to saturate television. And this video does so many things by the number. It evokes fun and cool. It’s compelling in its style. It’s shot like a music video. It doesn’t over-brand. And like all things that go Gaga, it’s share worthy. A virtually free ride for the brand.
Viral 8: Make it easy. Baekdal adds, to make it easy by not asking people to register, become members, download special software, enter “unlock” codes or anything else to get the link right.
Viral 9: Viral requires a degree of Oh f–k it. Keep dreaming up those crazy, wild, loveable, controversial, provocative, beautiful, visionary, idealistic, irreverent ideas, and send them to The Brief.
Sources of inspiration
- The full Kony 2012 viral story is also about the video’s backlash. Check out Noam Cohen’s piece called A Video Campaign and the Power of Simplicity, printed in The New York Times, March 11, 2012 http://www.nytimes.com/2012/03/12/business/media/kony-2012-video-illustrates-the-power-of-simplicity.html?_r=1&scp=1&sq=Kony%20Video&st=cse
- Millward Brown, a leading global research agency specializing in advertising, marketing communications, media and brand equity research. http://www.wpp.com/wpp/marketing/reportsstudies/topassortopassiton.htm
- Thomas Baekdal www.baekdal.com/
—–
Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter
http://to411daily.com/catalog/the-brief/
Leave a Reply
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