Memes & Viral<br />
Marketers generally forget how to be interesting because they're so interested in shaping messages.<br />Doc Searles “The ...
Meme<br />a cultural unit (an idea or value or pattern of behavior) that is passed from one person to another by non-genet...
Meme<br />Inside joke that evolves over time by chance or through commentary, imitations and parody. Spreads swiftly and c...
Meme<br />The term was coined by Richard Dawkins in the 1976 popular science bestseller, The Selfish Gene<br />http://en.w...
Meme<br />Content:Saying	Joke	Rumor	Altered images	Websites	Video clips	Animation	Offbeat Newstories<br />http://en.wikipe...
Meme<br />Propagation of digital files through:	emailblogs	social networking sites	instant messaging<br />http://en.wikipe...
4,344,750 views<br />Unruly Media<br />
192,813 views<br />YouTube<br />
Astroturfing<br />Political, advertising or PR campaigns formally planned by an organization but are disguised as spontane...
“Piecemeal storytelling is completely counterintuitive to traditional marketers, whose instincts are to tell stories as ef...
How They Did It:<br /><ul><li>Create interest with 1998 Bravo Special: “Blair Witch Truth or Myth”
Put up websites and message boards for tiny fan base
Feed fan base elements from myth (missing students’ diaries)
Sci-Fi one-hour pseudo documentary on Blair myth including trailers
Let the rumor mill take over  </li></li></ul><li>“What's this narrow target market going to embrace and absolutely make it...
The Sound Bite<br />
That's just not our brand, people drink Diet Coke, they don't play with Diet Coke.<br />
234% from 2005 to 2006<br />AdAge September 24, 2007<br />
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Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld

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Memes: The Creative Circus Digital Trends Class: Heddy Lunenfeld

  1. 1.
  2. 2. Memes & Viral<br />
  3. 3. Marketers generally forget how to be interesting because they're so interested in shaping messages.<br />Doc Searles “The Cluetrain Manifesto”<br />
  4. 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) "memes are the cultural counterpart of genes"<br />wordnetweb.princeton.edu/perl/webwn<br />
  5. 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. 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. 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. 8. Meme<br />Propagation of digital files through: emailblogs social networking sites instant messaging<br />http://en.wikipedia.org/wiki/Meme_(Internet)<br />
  9. 9. 4,344,750 views<br />Unruly Media<br />
  10. 10. 192,813 views<br />YouTube<br />
  11. 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. 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. 13.
  14. 14. How They Did It:<br /><ul><li>Create interest with 1998 Bravo Special: “Blair Witch Truth or Myth”
  15. 15. Put up websites and message boards for tiny fan base
  16. 16. Feed fan base elements from myth (missing students’ diaries)
  17. 17. Sci-Fi one-hour pseudo documentary on Blair myth including trailers
  18. 18. Let the rumor mill take over </li></li></ul><li>“What's this narrow target market going to embrace and absolutely make its own?”<br />Mike Monello, Campfire<br />
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  29. 29. The Sound Bite<br />
  30. 30.
  31. 31. That's just not our brand, people drink Diet Coke, they don't play with Diet Coke.<br />
  32. 32.
  33. 33. 234% from 2005 to 2006<br />AdAge September 24, 2007<br />
  34. 34.
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  36. 36. User generated content:<br />We're tired of listening to Mr. Advertiser. But when we get the chance to speak, it's not going to be about brands. It's going to be about us.<br />Rob Walker,Fast Company:October 1, 2007<br />
  37. 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. 38. <ul><li>Be interesting – always
  39. 39. Capitalize on the “curiosity gap”
  40. 40. Take time to establish a story
  41. 41. Create more gaps
  42. 42. Never slide into low-grade fiction
  43. 43. Be believable
  44. 44. Allow for participation
  45. 45. Get people motivated to figure it out for themselves
  46. 46. Allow people to have ownership over an idea.</li>

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