viral video: sneezing fit
DESCRIPTION
Insights based on experience producing multi-platform video at BBC and for C4 talent. An overview of viral video opportunities with case studies, and how to advice.TRANSCRIPT
sneezing fit
BBC blastcast• 12,332 views
• 66 comments
• corporate not personal
• high production values
• right web-space for audience
• one way distribution social platform
Link to Blastcast on YouTube
C4 adam• 64,364 views
• 1,336 comments
• fans, followers, subscriber in Web 2 space
• audience challenge/conversation
• collaboration - hybrid
Link to Challenge Adam on YouTube
web video counts
Link to Yes You Can on YouTube
must do for online marketers 2008*
• start making movies
•massive
• people like movies
• go viral
• eyeballs and buzz
• * Bizreport.com
massive and growing• December 07
• UK 3 billion videos, 108 videos each, 87% reach
• US 9.5 billion videos, 108 videos each, 78% reach
• US Feb 08 10 Billion, Mar 08 11.5 Billion*
• Top Sites
• *www.comscore.com
sneeze
• popular/pop culture
• threshold
•Web 2 conversation
• spikes and surges
• voluntary
eedjits guide• clip
• comic
• chops up
• current
• camp
• cheesy
• controversial
• cute
Link to Pork and Beans on YouTube
viral web marketing
• not about hard sell
• triggers conversations in blogsphere
• looks at home on web
• good ideas can come from anywhere
• rip-offs create more buzz
campaign: dove
• impact 1.7 million hits in 3 weeks, topped chart of blog links
• features
• web 2 savy
• audience challenge/conversation
• collaboration - hybrid
warm glow: cadburys
• impact
• 0.5 million week 1
• 6 million 2 months
• buzz rating 2 - 12
• sales up 7%
• features
•web 2 savy
ugc hybrid
doritos• “Crash the
Superbowl”
• 2.6 million risk
•make/upload/choose
• response ripples
•website surge - 4 million
levi jumpin
• 2.5 million hits in one week
• stealth advert looks like ugc
•markets product without naming it - taps into web stunt trend
• audience challenge/conversation/collaboration/hybrid
Link to Levi Jumpin on YouTube
Ipod
•Nick Haley - 18 year old student in UK
• spotted and picked up by New York creative agency
• consumer generated content used by mainstream
• audience challenge/conversation/hybrid
Link to iPod Touch advert
all about eyeballs
• reach a sneeze threshold
• grab attention with title
• draw traffic in with thumbnail
• be clever with tagging
• release video simultaneously
think beyond youtube
think beyond google
measure success
•measure eyeballs and conversions - Comscore, Vidmetre, Hitwise
•measure blogsphere buzz - Neilsen’s BuzzMetric, BlogPulse, YouGov’s BrandIndex