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Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld
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Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld

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  • 1.
  • 2. Memes &amp; Viral<br />
  • 3. Marketers generally forget how to be interesting because they&apos;re so interested in shaping messages.<br />Doc Searles “The Cluetrain Manifesto”<br />
  • 4. Meme<br />a cultural unit (an idea or value or pattern of behavior) that is passed from one person to another by non-genetic means (as by imitation) &quot;memes are the cultural counterpart of genes&quot;<br />wordnetweb.princeton.edu/perl/webwn<br />
  • 5. Meme<br />Inside joke that evolves over time by chance or through commentary, imitations and parody. Spreads swiftly and can go in and out of popularity in just days.<br />http://en.wikipedia.org/wiki/Meme_(Internet)<br />
  • 6. Meme<br />The term was coined by Richard Dawkins in the 1976 popular science bestseller, The Selfish Gene<br />http://en.wikipedia.org/wiki/Meme_(Internet)<br />
  • 7. Meme<br />Content:Saying Joke Rumor Altered images Websites Video clips Animation Offbeat Newstories<br />http://en.wikipedia.org/wiki/Meme_(Internet)<br />
  • 8. Meme<br />Propagation of digital files through: emailblogs social networking sites instant messaging<br />http://en.wikipedia.org/wiki/Meme_(Internet)<br />
  • 9. 4,344,750 views<br />Unruly Media<br />
  • 10. 192,813 views<br />YouTube<br />
  • 11. Astroturfing<br />Political, advertising or PR campaigns formally planned by an organization but are disguised as spontaneous, grassroots behavior.<br />http://en.wikipedia.org/wiki/Astroturfing<br />
  • 12. “Piecemeal storytelling is completely counterintuitive to traditional marketers, whose instincts are to tell stories as efficiently as possible, to reveal everything they know about a topic at once.”<br />Chip Heath, Professor, Stanford University <br />
  • 13.
  • 14. How They Did It:<br /><ul><li>Create interest with 1998 Bravo Special: “Blair Witch Truth or Myth”
  • 15. Put up websites and message boards for tiny fan base
  • 16. Feed fan base elements from myth (missing students’ diaries)
  • 17. Sci-Fi one-hour pseudo documentary on Blair myth including trailers
  • 18. Let the rumor mill take over </li></li></ul><li>“What&apos;s this narrow target market going to embrace and absolutely make its own?”<br />Mike Monello, Campfire<br />
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  • 29. The Sound Bite<br />
  • 30.
  • 31. That&apos;s just not our brand, people drink Diet Coke, they don&apos;t play with Diet Coke.<br />
  • 32.
  • 33. 234% from 2005 to 2006<br />AdAge September 24, 2007<br />
  • 34.
  • 35.
  • 36. User generated content:<br />We&apos;re tired of listening to Mr. Advertiser. But when we get the chance to speak, it&apos;s not going to be about brands. It&apos;s going to be about us.<br />Rob Walker,Fast Company:October 1, 2007<br />
  • 37. Curiosity Gap <br />The addictive pull people experience when their preconceived ideas are challenged. For the gap to work the audience needs enough backstory and a sufficient flow of detail to keep it guessing.<br />George Loewenstein<br />
  • 38. <ul><li>Be interesting – always
  • 39. Capitalize on the “curiosity gap”
  • 40. Take time to establish a story
  • 41. Create more gaps
  • 42. Never slide into low-grade fiction
  • 43. Be believable
  • 44. Allow for participation
  • 45. Get people motivated to figure it out for themselves
  • 46. Allow people to have ownership over an idea.</li>

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