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Chief CreativeOfficer
GrahamLee,
Well,hello.
I am not anexpert on viral videos.
WESTJET VIDEO
Viral Video Chart
is a collaboration between
Unruly and Mashable.
Ranks brands’ social videos
worldwide based on the number
of times content has been
shared on Facebook,Twitter
and in the ...
• WESTJET CHRISTMAS MIRACLE •
36,116,292
VIEWSSHARES
• WESTJET CHRISTMAS MIRACLE •
36,116,292
2,174,581
VIEWSSHARES
VIEWSSHARES • WESTJET CHRISTMAS MIRACLE •
36,116,292
2,174,581
Clientswanthighest
possibleimpact
forlowestpossible
investment.
• SHOCKING FACT NUMBER ONE •
Peoplebuyfrom
companies
theylikeandtrust.
• SHOCKING FACT NUMBER TWO •
Peoplebuyfrom
companies
theycanremember.
• SHOCKING FACT NUMBER THREE •
Wecantry.
VIEWSSHARES • VOLKSWAGEN PIANO STAIRS •
20,965,227
814,541
VIEWSSHARES • VOLKSWAGEN PIANO STAIRS •
20,965,227
814,541
UNLOCK THE 007 IN YOU VIDEO
VIEWSSHARES • COKE ZERO UNLOCK THE 007 IN YOU •
10,907,832
1,003,316
VIEWSSHARES • COKE ZERO UNLOCK THE 007 IN YOU •
10,907,832
1,003,316
CARLSBERG BIKERS VIDEO
VIEWSSHARES • CARLSBERG BIKERS •
22,125,973
1,363,988
VIEWSSHARES • CARLSBERG BIKERS •
22,125,973
1,363,988
T-MOBILE ANGRY BIRDS VIDEO
VIEWSSHARES • T-MOBILE ANGRY BIRDS LIVE •
18,560,977
1,741,626
VIEWSSHARES • T-MOBILE ANGRY BIRDS LIVE •
18,560,977
1,741,626
DEVIL BABY ATTACK VIDEO
VIEWSSHARES • TWENTIETH CENTURY FOX DEVIL BABY ATTACK •
48,295,634
2,118,079
MGM COFFEE SHOP VIDEO
VIEWSSHARES • MGM TELEKINETIC COFFEE SHOP •
57,751,988
2,336,737
VIEWSSHARES • MGM TELEKINETIC COFFEE SHOP •
57,751,988
2,336,737
VIEWSSHARES • TNT BELGIUM QUIET SQUARE •
53,687,936
4,785,740
VIEWSSHARES • TNT BELGIUM QUIET SQUARE •
53,687,936
4,785,740
JONAH
BERGER
Professor,
The Wharton School
University of Pennsylvania
TRIGGERS
Ideas that are
top of mind spread.
EMOTION
When we care,
we share.
PUBLIC
People tend to follow
others, but only when
they can see what those
others are doing.
STORIES
People do not just share
information, they tell stories.
And stories are likeTrojan
horses, vessels that
carry ide...
MikeMills,
Executive Producer, Studio M
I believe that a strong story is by far the most
important component if a video is being built to be
shared.You are compet...
You have to move away from thinking about how
to insert your brand into the content – and find
stories to tell that reflec...
Yes.The old cliché rings true – you can’t guarantee
virality. But can you give it a fighting chance?
Of course. You can li...
But if you want the holy grail - content that is
widely SHARED (not just passively viewed)
and receives tons of earned med...
DOVE MOTHERS AND DAUGHTERS VIDEO
DOVE EVOLUTION VIDEO
M&DEVOLUTION
14,850
No one ingredient, I think it takes two things, always.
A great idea and a great execution.
When both these elements have ...
Yes, there should not be an expectation.
You just have to keep upping your odds by making
the work better and better and p...
BenjaminWeinstein,
Commercial Director
MIO SWISH VIDEO
Bravery.
BenjaminWeinstein, Commercial Director
Clients need to step outside their comfort zone,
and do a lot of the stuff they were taught not to do.
There’s no room for...
There are, of course, exceptions - a hysterically
funny ad, or one that has a rare poignancy
will occasionally break throu...
Yes. I think its best when everyone is aligned with
the notion that there are no guarantees when
you’re going after an org...
F**K THE POOR VIDEO
VIEWSRATE
177,000 VIEWS IN
THE FIRST 24 HOURS
• PILION TRUST F**K THE POOR •
4,303,001
We understand that some may be
shocked by this footage.We are more
offended however, that people
across the United Kingdom...
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)
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The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)

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“I’d like to do something viral.” This is the request coming from more and more clients, each with a shared desire to be noticed on a global scale, and often for next to no money - as if by just referring it to as viral, it will happen. But maybe it’s not such a crazy request. Perhaps there are common ingredients in the world’s most noticed activations that smart, creative people and passionate clients can put to work. In this workshop, Graham will look at some of the world’s most viral creative, dissect it, and identify some of the common factors that seem to present themselves in each resounding activation.

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Transcript of "The Contagious Experience: Creating Activations that Spread (Graham Lee, TrojanOne)"

  1. 1. Chief CreativeOfficer GrahamLee,
  2. 2. Well,hello.
  3. 3. I am not anexpert on viral videos.
  4. 4. WESTJET VIDEO
  5. 5. Viral Video Chart is a collaboration between Unruly and Mashable.
  6. 6. Ranks brands’ social videos worldwide based on the number of times content has been shared on Facebook,Twitter and in the blogosphere.
  7. 7. • WESTJET CHRISTMAS MIRACLE • 36,116,292 VIEWSSHARES
  8. 8. • WESTJET CHRISTMAS MIRACLE • 36,116,292 2,174,581 VIEWSSHARES
  9. 9. VIEWSSHARES • WESTJET CHRISTMAS MIRACLE • 36,116,292 2,174,581
  10. 10. Clientswanthighest possibleimpact forlowestpossible investment. • SHOCKING FACT NUMBER ONE •
  11. 11. Peoplebuyfrom companies theylikeandtrust. • SHOCKING FACT NUMBER TWO •
  12. 12. Peoplebuyfrom companies theycanremember. • SHOCKING FACT NUMBER THREE •
  13. 13. Wecantry.
  14. 14. VW PIANO STAIRS VIDEO
  15. 15. VIEWSSHARES • VOLKSWAGEN PIANO STAIRS • 20,965,227 814,541
  16. 16. VIEWSSHARES • VOLKSWAGEN PIANO STAIRS • 20,965,227 814,541
  17. 17. UNLOCK THE 007 IN YOU VIDEO
  18. 18. VIEWSSHARES • COKE ZERO UNLOCK THE 007 IN YOU • 10,907,832 1,003,316
  19. 19. VIEWSSHARES • COKE ZERO UNLOCK THE 007 IN YOU • 10,907,832 1,003,316
  20. 20. CARLSBERG BIKERS VIDEO
  21. 21. VIEWSSHARES • CARLSBERG BIKERS • 22,125,973 1,363,988
  22. 22. VIEWSSHARES • CARLSBERG BIKERS • 22,125,973 1,363,988
  23. 23. T-MOBILE ANGRY BIRDS VIDEO
  24. 24. VIEWSSHARES • T-MOBILE ANGRY BIRDS LIVE • 18,560,977 1,741,626
  25. 25. VIEWSSHARES • T-MOBILE ANGRY BIRDS LIVE • 18,560,977 1,741,626
  26. 26. DEVIL BABY ATTACK VIDEO
  27. 27. VIEWSSHARES • TWENTIETH CENTURY FOX DEVIL BABY ATTACK • 48,295,634 2,118,079
  28. 28. VIEWSSHARES • TWENTIETH CENTURY FOX DEVIL BABY ATTACK • 48,295,634 2,118,079
  29. 29. MGM COFFEE SHOP VIDEO
  30. 30. VIEWSSHARES • MGM TELEKINETIC COFFEE SHOP • 57,751,988 2,336,737
  31. 31. VIEWSSHARES • MGM TELEKINETIC COFFEE SHOP • 57,751,988 2,336,737
  32. 32. TNT BELGIUM VIDEO
  33. 33. VIEWSSHARES • TNT BELGIUM QUIET SQUARE • 53,687,936 4,785,740
  34. 34. VIEWSSHARES • TNT BELGIUM QUIET SQUARE • 53,687,936 4,785,740
  35. 35. JONAH BERGER Professor, The Wharton School University of Pennsylvania
  36. 36. SOCIAL CURRENCY We share things that make us look goodor help us compare favorably to others.
  37. 37. TRIGGERS Ideas that are top of mind spread.
  38. 38. EMOTION When we care, we share.
  39. 39. PUBLIC People tend to follow others, but only when they can see what those others are doing.
  40. 40. PRACTICAL Humans crave the opportunity to give advice and offer tips.
  41. 41. STORIES People do not just share information, they tell stories. And stories are likeTrojan horses, vessels that carry ideas, brands, and information.
  42. 42. MikeMills, Executive Producer, Studio M
  43. 43. I believe that a strong story is by far the most important component if a video is being built to be shared.You are competing for eyeballs against countless hours of content being uploaded to YouTube every minute. You are up against kittens, babies, natural wonders, athletic prowess, celebrity gossip and, indeed, Hollywood itself. Mike Mills, Executive Producer, Studio M
  44. 44. Consumers will seek out and share content that is, simply put, entertaining.They will happily share brand content if it makes them cry, laugh, look at the world in a new way or just simply keep them glued to their chairs for 90 seconds, or 90 minutes. Mike Mills, Executive Producer, Studio M
  45. 45. You have to move away from thinking about how to insert your brand into the content – and find stories to tell that reflect the values of your brand. Story first and (gasp!) - brand placement last. Handled the wrong way, brand placement will sink your project from the jump. Mike Mills, Executive Producer, Studio M
  46. 46. Yes.The old cliché rings true – you can’t guarantee virality. But can you give it a fighting chance? Of course. You can literally buy views if all you want is an impressive looking view counter onYouTube. Mike Mills, Executive Producer, Studio M
  47. 47. But if you want the holy grail - content that is widely SHARED (not just passively viewed) and receives tons of earned media, you need to be ready to be brave and make some hard choices along the way. It can be done, but it can’t be guaranteed. Mike Mills, Executive Producer, Studio M
  48. 48. Tım Piper, Writer& Director, PiRo
  49. 49. DOVE MOTHERS AND DAUGHTERS VIDEO
  50. 50. DOVE EVOLUTION VIDEO
  51. 51. M&DEVOLUTION 14,850
  52. 52. M&DEVOLUTION 14,850 17,535,208
  53. 53. No one ingredient, I think it takes two things, always. A great idea and a great execution. When both these elements have a wow factor you tend to have a viral. Tım Piper, Writer & Director, PiRo
  54. 54. Yes, there should not be an expectation. You just have to keep upping your odds by making the work better and better and perhaps engaging high profile blogger interest. Tım Piper, Writer & Director, PiRo
  55. 55. BenjaminWeinstein, Commercial Director
  56. 56. MIO SWISH VIDEO
  57. 57. Bravery. BenjaminWeinstein, Commercial Director
  58. 58. Clients need to step outside their comfort zone, and do a lot of the stuff they were taught not to do. There’s no room for “aspirational” casting, bite and smile shots, colour-corrected packaging, or perfectly placed, overly lit product shots. The viewer will see through all that stuff, and call it out as fake, or staged, or otherwise inauthentic. BenjaminWeinstein, Commercial Director
  59. 59. There are, of course, exceptions - a hysterically funny ad, or one that has a rare poignancy will occasionally break through. But overall, the advertising rules you can apply when you’re buying air time, have to be bravely cast aside. BenjaminWeinstein, Commercial Director
  60. 60. Yes. I think its best when everyone is aligned with the notion that there are no guarantees when you’re going after an organic viewer response. But the only way to score is to shoot the puck, so to speak, and in the world of viral success, the only chance for a hit comes from making great, bold content. BenjaminWeinstein, Commercial Director
  61. 61. F**K THE POOR VIDEO
  62. 62. VIEWSRATE 177,000 VIEWS IN THE FIRST 24 HOURS • PILION TRUST F**K THE POOR • 4,303,001
  63. 63. We understand that some may be shocked by this footage.We are more offended however, that people across the United Kingdom are living in adverse poverty. Savvas Panas, Chief Executive of the Pilion Trust

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