Do not misunderstand. Some (most?) pop culture chyme comes predisposed to caricature, and frequently deserves parody (Hi, Kanye West). But in the case of a humble and heartfelt, low-budget moment, parody can also be the sincerest form of casual cruelty.
1999 saw the debut of two of the greatest shows ever made, as well as the seeds of the medium's embrace of cheaply made mediocrity. It marked the beginning of whole new expectations of where television could ascend -- or descend.
Generating word of mouth or getting something to go viral sometimes seems like magic. Like catching lightning in a bottle. But it's not. By understanding the science behind social influence you can make your own products and ideas contagious.
Elle Zober stuck a sign in the ground that said: "Husband left us for a 22-year-old... House For Sale by scorned, slightly bitter, newly single owner." It went viral! Marketers pay an arm and a leg for that kind of publicity. Yet why can't they get the traction Elle did?
Boston-based startup ViralGains wants to provide solutions for brands and advertising agencies spread their video content online. The company is focused on their business to business initiative of distribution, seeding, and marketing viral videos for brands.
Commercials are excellent means of advertising. But they only reach audiences watching TV at that one moment that they are playing. Unless, they were good enough to go viral. So what makes a commercial good enough to be shared online and spread like wildfire?
"Today, I had an amazing experience at...." Discovering a tweet like the above referencing a review about you, your organization, or your brand is certainly better than: "I'll never visit / do business with / interact with / buy from...."
If advertisers want something solid, something that is going to last, whether personal or brand, they still need to invest in relationships with consumers. It still takes time... they need to learn to build brand moments online to create lasting customer relationships.
Angry Birds has transfixed the world with its angry -- but cute -- birds launching pigs. Its new game is based in space. But Angry Birds' creative director aims even higher: he wants to get the whole world exercising, with Angry Birds of course.
The very simplicity of this recipe shows why viral success always looks so easy, but remains so rare. In a world of oceans of content, "great," "different" and "authentic" become more and more precious.