15. ⢠Sometimes when the aim is to âmake a viral videoâ the
effort shows
⢠An amateurish, forced video is most often the result
⢠Even when an âeventâ is planned, a twist is ensured, a
slick video is shot and all the boxes are tickedâŚ
⢠That magic could still be missing
16. # 4 A T W I S T. A U D A C I O U S
OR OTHERWISE
20. Image
YOU CAN ADD ALL THE
INGREDIENTS. BUT CANNOT
GUARANTEE SUCCESS.
21. T H E H I N D I C I N E M A PA R A L L E L
⢠Every major commercial film promotion follows the
same pattern: teaser, music release, an item number,
participation in reality TV shows as the characterâŚ
⢠But even greatly promoted movies flop
26. ⢠Sites which focus on showcasing viral content have
their own âgrammarâ
⢠BuzzFeedâs â23 great images fromâŚâ to StoryPickâs
âThis shy guy went on stage and what followed will
surprise youâ type headlines
27. 4 . T H E â C H O C H W E E T â T R E AT M E N T
H E L P S . ( B U T H E Y, D O N â T R E LY O N I T
TOO MUCH).
31. ⢠Global audience guaranteed if video goes viral
⢠The TNT âPush for dramaâ film was staged in
Belgium; The Fastweb activation was staged in
Milan
⢠GoPro has fan following in markets they are not
present in
⢠Even regional or local brands have the scope for
global exposure
33. ⢠All brands are treated equal
⢠David can take on Goliath in an industry
⢠Brands with little or no budget have a chance to
compete with deep-pocket, big brands
36. âNobody reads ads People read what interests
them. Sometimes it is an ad.â
âHOWARD GOSSAGE, AD GURU, 1950
37. ⢠Extrapolate the Howard Gossage statement to 2014
⢠People read (or engage in) things that interests them:
sometimes it is a Facebook post, a tweet, en email
newsletter, a brand video, an appâŚ
⢠How can we be interesting to the viewer: key question
38. SO, CAN YOU PLAN FOR SUCCESS
⢠Donât set out to make a viral video. Set out to make
honest, great work
⢠Can learn from & include ingredients of past successes
⢠But success cannot be guaranteed
⢠It still calls for some magic