Virality and Corporate Branding

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Film 260 Flipbook assignment, Prof. Sydney Eve Matrix

Film 260 Flipbook assignment, Prof. Sydney Eve Matrix

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  • 1. Photo: “Grumpy Cat” by Scott Beale
  • 2. Businesses need to learn how to change and adapt theirstrategies in order to attract consumer awareness.Photo: “office Building” by freefotouk on flickr.
  • 3. Recently, this has meant that marketing strategieshave transitioned from being designed to providecontent to being designed for sensationalism.Photo: “Philadelphia State Office Building” by pamhule on Flickr
  • 4. Content creation is being transitioned from thehands of corporations to those of the people, andincreasingly the power to create and control isbeing left to the consumerPhoto: “Minimalism 4” by Joe Lencioni on Flickr
  • 5. Viral Marketingis a new trend that encourages people to sharemarketed content with others, causing exponentialgrowth in popularity and consumption.Photo: “virus” by twenty_questions on Flickr.
  • 6. There are six elements to asuccessful viral campaign:1. Giveaways of productsor services2. effortless sharability3. Designed to grow fast4. Exploits people’s fearof missing out5. Utilization of socialmedia6.Taking advantage ofavailable resourcesPhoto: “Planet Xiroph” by Teleyinex on Flickr
  • 7. Brands are learning to allow consumers topersonalize and disrupt their content throughthe use of viral campaigns.Photo: “Minimalist” by cricketgeek on Flickr
  • 8. By the 11 February, 2013, around 12,000 “HarlemShake” videos had been posted and viewed morethan 44 million timesFor example…Photo: “Minimal (B&W)” by Mr.Shultz on Flickr
  • 9. Similarly, Korean pop sensation Psy’s music video“Gangnam Style” has accumulated 1.5 billionviews on Youtube, as well as countless consumerremakes Photo: “Crowd Close-Up” by jjelenbaas on Flickr
  • 10. Even pets are beingmarketed as viral“memes”…The popular website “LOL Cats” features cuteanimals with poorly spelt humerous captions. Thesite contains over 6 million photos.Photo: “Finch the Cat” by Mdphotography on Flickr
  • 11. So what does all this virality mean for corporatebranding?Photo: “Apple Store „I Gigli‟ – Inaugurazione“ by Camillo Miller on Flickr
  • 12. Corporations such as Pepsi have tried theirhand at viral trends such as their highproduction interpretation of “The Harlem Shake,”Photo: “London” by Howzey on Flickr
  • 13. …which was met with criticism due to it’s overlypromotional, unspontaneous depiction ofthe trend.Photo: “Pepsi” by SörnNo1 on Flickr
  • 14. Similarly, the popular dance craze inspired by“Gangnam Style” has turned out to be anothermanufactured corporate trend, with PSY beingpreviously signed by Universal Music Group,Photo: “PSY” by Rescue Dog on Flickr
  • 15. As well as the song being written with the intentionfor it to go viral.Photo: “PSY” by Eva Rinaldi on Flickr
  • 16. So how will we know what a genuine trend is andwhat a manufactured trend is?Photo: “Keyboard Macro” by Chris Kempson on Flickr
  • 17. Recent studies have shown that media literacy is onthe rise- corporations won’t be able to influencetrends with the ease that they possess now.Photo: “Hands” by auraneurotica photo on Flickr
  • 18. People are beginning to understand the differencebetween genuine trends and artificial ones.Photo: “People” by Kenny Teo on Flickr
  • 19. Photo: “cat” by ►CubaGallery on Flickr
  • 20. Ashston, Kevin. "You Didn’t Make the Harlem Shake Go Viral-corporationsDid." Quartz. N.p., 28 Mar. 2013. Web. 17 May 2013.Tesseras, Lucy. "Gangnam Style Marketing." Marketing Jobs & Marketing News. N.p.,11 Apr. 2013. Web. 17 May 2013."Why the #HarlemShake Is Disruptive Innovation to Social Media CampaignMarketing."Social@Ogilvy. N.p., 19 Feb. 2013. Web. 17 May 2013.Walters, Eka. "The Rise Of Visual Social Media | Fast Company | BusinessInnovation." Fast Company. N.p., 28 Aug. 2013. Web. 17 May 2013.Smalley, Eric. "Are We Immune To Viral Marketing?" Wired.com. Conde Nast Digital, 17Dec. 0011. Web. 17 May 2013.Chatfeild, Tom. "Cute Cats, Memes and Understanding thenternet."Http://www.bbc.com/future/story/20120222-cats-memes-and-internet-schemes. N.p., 23 Feb. 2012. Web. 17 May 2013.Wilson, Ralph. "The Six Simple Principles of Viral Marketing » Web MarketingToday." Web Marketing Today. N.p., 10 May 2012. Web. 17 May 2013.