the contagious experience: creating activations that spread (graham lee, trojanone)
DESCRIPTION
“I’d like to do something viral.” This is the request coming from more and more clients, each with a shared desire to be noticed on a global scale, and often for next to no money - as if by just referring it to as viral, it will happen. But maybe it’s not such a crazy request. Perhaps there are common ingredients in the world’s most noticed activations that smart, creative people and passionate clients can put to work. In this workshop, Graham will look at some of the world’s most viral creative, dissect it, and identify some of the common factors that seem to present themselves in each resounding activation.TRANSCRIPT
Chief Creative OfficerGraham Lee,
Well, hello.
I am not an expert on viral videos.
WESTJET VIDEO
Viral Video Chart is a collaboration between
Unruly and Mashable.
Ranks brands’ social videos worldwide based on the number
of times content has been shared on Facebook, Twitter
and in the blogosphere.
• WESTJET CHRISTMAS MIRACLE •
36,116,292VIE
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• WESTJET CHRISTMAS MIRACLE •
36,116,2922,174,581
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• WESTJET CHRISTMAS MIRACLE •
36,116,2922,174,581
Clients want highest possible impact
for lowest possible investment.
• SHOCKING FACT NUMBER ONE •
People buy from companies
they like and trust.
• SHOCKING FACT NUMBER TWO •
People buy from companies
they can remember.
• SHOCKING FACT NUMBER THREE •
We can try.
VW PIANO STAIRS VIDEO
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• VOLKSWAGEN PIANO STAIRS •
20,965,227814,541
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• VOLKSWAGEN PIANO STAIRS •
20,965,227814,541
UNLOCK THE 007 IN YOU VIDEO
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• COKE ZERO UNLOCK THE 007 IN YOU •
10,907,8321,003,316
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• COKE ZERO UNLOCK THE 007 IN YOU •
10,907,8321,003,316
CARLSBERG BIKERS VIDEO
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• CARLSBERG BIKERS •
22,125,9731,363,988
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• CARLSBERG BIKERS •
22,125,9731,363,988
T-MOBILE ANGRY BIRDS VIDEO
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• T-MOBILE ANGRY BIRDS LIVE •
18,560,9771,741,626
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• T-MOBILE ANGRY BIRDS LIVE •
18,560,9771,741,626
DEVIL BABY ATTACK VIDEO
VIE
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• TWENTIETH CENTURY FOX DEVIL BABY ATTACK •
48,295,6342,118,079
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• TWENTIETH CENTURY FOX DEVIL BABY ATTACK •
48,295,6342,118,079
MGM COFFEE SHOP VIDEO
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• MGM TELEKINETIC COFFEE SHOP •
57,751,9882,336,737
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• MGM TELEKINETIC COFFEE SHOP •
57,751,9882,336,737
TNT BELGIUM VIDEO
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• TNT BELGIUM QUIET SQUARE •
53,687,9364,785,740
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• TNT BELGIUM QUIET SQUARE •
53,687,9364,785,740
JONAHBERGERProfessor,The Wharton SchoolUniversity of Pennsylvania
SOCIAL CURRENCYWe share things that make us look good or help us compare favorably to others.
TRIGGERSIdeas that are top of mind spread.
EMOTIONWhen we care,we share.
PUBLICPeople tend to follow others, but only when they can see what those others are doing.
PRACTICALHumans crave the opportunity to give advice and offer tips.
STORIESPeople do not just share information, they tell stories. And stories are like Trojan horses, vessels that carry ideas, brands, and information.
Mike Mills, Executive Producer, Studio M
I believe that a strong story is by far the most important component if a video is being built to be shared. You are competing for eyeballs against countless hours of content being uploaded to YouTube every minute. You are up against kittens, babies, natural wonders, athletic prowess, celebrity gossip and, indeed, Hollywood itself.
Mike Mills, Executive Producer, Studio M
Consumers will seek out and share content that is, simply put, entertaining. They will happily share brand content if it makes them cry, laugh, look at the world in a new way or just simply keep them glued to their chairs for 90 seconds, or 90 minutes.
Mike Mills, Executive Producer, Studio M
You have to move away from thinking about how to insert your brand into the content – and find stories to tell that reflect the values of your brand. Story first and (gasp!) - brand placement last.
Handled the wrong way, brand placement will sink your project from the jump.
Mike Mills, Executive Producer, Studio M
Yes. The old cliché rings true – you can’t guarantee virality. But can you give it a fighting chance? Of course. You can literally buy views if all you want is an impressive looking view counter on YouTube.
Mike Mills, Executive Producer, Studio M
But if you want the holy grail - content that is widely SHARED (not just passively viewed) and receives tons of earned media, you need to be ready to be brave and make some hard choices along the way. It can be done, but it can’t be guaranteed.
Mike Mills, Executive Producer, Studio M
Tım Piper, Writer & Director, PiRo
DOVE MOTHERS AND DAUGHTERS VIDEO
DOVE EVOLUTION VIDEO
M&
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No one ingredient, I think it takes two things, always.A great idea and a great execution.When both these elements have a wow factor you tend to have a viral.
Tım Piper, Writer & Director, PiRo
Yes, there should not be an expectation. You just have to keep upping your odds by making the work better and better and perhaps engaging high profile blogger interest.
Tım Piper, Writer & Director, PiRo
Benjamin Weinstein, Commercial Director
MIO SWISH VIDEO
Bravery. Benjamin Weinstein, Commercial Director
Clients need to step outside their comfort zone, and do a lot of the stuff they were taught not to do. There’s no room for “aspirational” casting, bite and smile shots, colour-corrected packaging, or perfectly placed, overly lit product shots. The viewer will see through all that stuff, and call it out as fake, or staged, or otherwise inauthentic.Benjamin Weinstein, Commercial Director
There are, of course, exceptions - a hysterically funny ad, or one that has a rare poignancy will occasionally break through. But overall, the advertising rules you can apply when you’re buying air time, have to be bravely cast aside.
Benjamin Weinstein, Commercial Director
Yes. I think its best when everyone is aligned with the notion that there are no guarantees when you’re going after an organic viewer response. But the only way to score is to shoot the puck, so to speak, and in the world of viral success, the only chance for a hit comes from making great, bold content.
Benjamin Weinstein, Commercial Director
F**K THE POOR VIDEO
VIE
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TE 177,000 VIEWS IN
THE FIRST 24 HOURS
• PILION TRUST F**K THE POOR •
4,303,001
We understand that some may be shocked by this footage. We are more offended however, that people across the United Kingdom are living in adverse poverty.
Savvas Panas, Chief Executive of the Pilion Trust
