15. • Sometimes when the aim is to ‘make a viral video’ the
effort shows
• An amateurish, forced video is most often the result
• Even when an ‘event’ is planned, a twist is ensured, a
slick video is shot and all the boxes are ticked…
• 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 character…
• But even greatly promoted movies flop
26. • Sites which focus on showcasing viral content have
their own ‘grammar’
• BuzzFeed’s ’23 great images from…’ to StoryPick’s
‘This shy guy went on stage and what followed will
surprise you’ type headlines
27. 4 . T H E ‘ C H O C H W E E T ’ T R E AT M E N T
H E L P S . ( B U T H E Y, D O N ’ T R E LY O N I T
TOO MUCH).
31. • Global audience guaranteed if video goes viral
• The TNT ‘Push for drama’ 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. “Nobody reads ads People read what interests
them. Sometimes it is an ad.”
–HOWARD 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 app…
• How can we be interesting to the viewer: key question
38. SO, CAN YOU PLAN FOR SUCCESS
• Don’t 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