Web Video Thunderdome: Branded vs Unbranded, You Decide – 2010 SXSW Interactive

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The presentation given by Mike Arauz and I at the SXSW Interactive Conference, March 2010. Brands have come a long way in making successful web videos. Our audience helped us decide which videos …

The presentation given by Mike Arauz and I at the SXSW Interactive Conference, March 2010. Brands have come a long way in making successful web videos. Our audience helped us decide which videos reigned supreme. More info here - http://www.webvideothunderdome.com

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  • 1. WEB VIDEO THUNDERDOME WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 2. who the hell DO WE THINK WE ARE? @mikearauz @BUD_CADDELL WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 3. THE DEATHMATCH! 1. best spokesman 2. cute kid tricks 3. instant smiles 4. best song parody 5. video of the year WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 4. BUT FIRST, HOW ABOUT A WARM UP! WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 5. brands love SUPERBOWL SIZED AUDIENCES. ESPECIALLY HERE WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 6. 141 MILLION PEOPLE WATCHED web videos in february 2010. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 7. 427,631,741 hours of web video watched in feb 2010 WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 8. “I want to go to there.” WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 9. “where is everyone?” WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 10. “ah, we need to make viral videos.” WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 11. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 12. #pizzahutfail WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 13. brands failed to understand that this is our internet. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 14. The web wasn’t built with commercial breaks. in fact, it wasn’t built for advertisers at all. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 15. this is your internet. and every click is a vote. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 16. Mike’s internet WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 17. bud’s internet WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 18. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 19. brands have to earn their right to have a presence on your internet. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 20. why are we voting? WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 21. best spokesman WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 22. gingers do have souls un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 23. the man your man could smell like branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 24. winner! VS un- branded branded Jan 2010 Feb 2010 3,865,769 views 6,289,593 views 115,982 comments 8,898 comments 273 blog posts 1,701 blog posts 838 tweets WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 25. lesson 1: be remarkable WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 26. 1998 2001 2004 2006 2008 2010 1996 2000 2003 2005 2007 2009 WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 27. CUTE KID TRICKS WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 28. I’M YOURS (UKULELE KID) un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 29. Evian Roller Babies branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 30. winner! VS un- branded branded DEC 2009 JUL 2009 15,334,598 views 41,272,841 views 52,680 comments 24,125 comments 2,461 blog posts 5,328 blog posts 14,666 tweets 4,569 tweets WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 31. lesson 2: play on past successes WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 32. internet fame is a social phenomenon not a magic trick it’s called an illusion, michael WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 33. IF YOU REMEMBER only ONE THING... WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 34. VIRAL WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 35. PASS ALONG IS MADE OF PEeeOoPLE!!! WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 36. WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 37. WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 38. WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 39. INSTANT SMILES WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 40. Surprised Little Kitten un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 41. volkswagen piano staircase branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 42. winner! VS un- branded branded NOV 2009 OCT 2009 27,265,385 views 12,672,145 views 31,319 comments 4,216 comments 2,991 blog posts 5,486 blog posts 16,220 tweets 18,062 tweets WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 43. lesson 3: use the web to tell more complex stories WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 44. tricks magic stories WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 45. BEST SONG PARODY WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 46. I GOTTA FEELING PARODY un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 47. The Muppets: Bohemian Rhapsody branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 48. winner! VS un- branded branded DEC 2009 NOV 2009 9,268,593 views 15,669,490 views 8,898 comments 20,867 comments 1,701 blog posts 4,942 blog posts 838 tweets 14,266 tweets WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 49. lesson 4: collect your fans WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 50. ricky van veen’s golden rules of web video: 2-3 mins max get to the hook fast make it topical candy corn Source: “Beer Money to Board Meetings”, PSFK Conference 2008 - http://blip.tv/file/927855/ WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 51. the web video thunderdome lifetime achievement award WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 52. WEBVIDEOTHUNDERDOME.COM in the film downfall] (as played by bruno ganz #thunderdome
  • 53. HITLER REACTS TO... KANYE WEST TWILIGHT USAIN BOLT STAR TREK WOLFENSTEIN 3D IGN COPY-PASTING OASIS BREAK UP BOXXY SUSAN BOYLE KASAMA MMD ELECTION LOSS SARAH PALIN’S BOOK METS CHOKING 2 GIRLS 1 CUP DOCTOR WHO OBAMA WINNING THE PEACE PRIZE MICHAEL JACKSON’S DEATH AVATAR RENALDO LEAVING MAN U THIERRY HENRY TONY ROMO DUMPING JESSICA SIMPSON IPAD HIMSELF WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 54. lesson 5: invite participation WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 55. PARTICIPATION: PERFORMING (E.G. PARODY, REMIX, COVERS) COPYING SHARING COMMENTING RATING VIEWING WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 56. 10,512,000 hours of video uploaded to YouTube in the last year. Source: YouTube Fact Sheet - http://www.youtube.com/t/fact_sheet WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 57. 20 hours of video uploaded every minute = 1 hour of video Source: Google Sundance 2010 Presentation, http://sites.pressatgoogle.com/sundance2010/general-youtube-stats WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 58. or 130,000 full-length Hollywood movie releases every week = 1,000 movies Source: Google Sundance 2010 Presentation, http://sites.pressatgoogle.com/sundance2010/general-youtube-stats WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 59. video of the year WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 60. epic beard man un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 61. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 62. pants on the ground branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 63. WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 64. winner! VS un- branded branded Feb 2010 Jan 2010 5,183,524 views 19,944,545 views 93,425 comments 41,007 comments 742 blog posts 1,166 blog posts 1,351 tweets 906 tweets WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 65. lesson 6: start small riots WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 66. court communities like constituencies WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 67. recognize them play to their interests give them social currency WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 68. lessons: • be remarkable • play on past successes • use the web to tell more complex stories • collect your fans • invite participation • start small riots WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 69. thank you viral video chart mag.ma know your meme jamie wilkinson college humor buzzfeed and you! WEBVIDEOTHUNDERDOME.COM #thunderdome
  • 70. WEBVIDEOTHUNDERDOME.COM #thunderdome