Friday, July 8, 2011

Creative Excellence Fridays - What makes a top trending viral

When we talk about viral video, some seem to think it's this whole new parallel universe of thought. In reality, video's on the net are no different than the 60 year old television commercial. The objective is the same. Touch someone. Make them want. Make them laugh. Make them cry. Make them feel...something.

The one obvious advantage the net has over television? The canvas doesn't have clearly defined edges. You can produce to any length you like, so long as you don't stretch it beyond the attention span of the average viewer. Bare in mind the attention span of a 16 year old gamer verses a 72 year old retiree is quite different.

Advantage #2 for the viral video?
Segmenting. You can be a little raunchier, within the limitations of Youtubes guidelines.

And edgy is kind of the point isn't it? You want to put something out there that doesn't denigrate the brand, but generates the buzz and the all important " cool is that", or "I can't believe they just did that." Because it's followed immediately by "I gotta send this around."

The BMW video above was likely inspired by the ground breaking scene from 1968's "Bullit" with Steve McQueen. Proof that everything new, has its' roots somewhere in the past.

Since marketers have no problem using puppies, seniors and babies to move product, let's have one more from the diaper set.

And finally, a longish video (see attention span above) but it's extremely well done. Imagine if the person you are today, could talk to the 16 year old you. What would you say?

As always, thanks for sharing your comments and links. Have a great weekend.

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