Media Convergence - Viral Marketing

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Viral videos became the new ElDorado for the advertising industry, forgetting that those are the results of a process instead of business targets. However, viral process is natural to Social Media sharing which put it into the to-do marketing' list.

Videos included
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BUYRAL - Professional Clicking
The T-Mobile Dance
Ford France - Park Pinball in París
ASICS Run With Ryan. NYC Metro Marathon
Interactive Projection Art on snow - Red Bull Off The Planet
Sir Ken Robinson: Do schools kill creativity?
Steve Jobs Stanford Commencement Speech 2005
Where the Hell is Matt? 2008
JK Wedding Entrance Dance
Instagram i love you
iPod's Dirty Secret
Keep calm and carry on
Leap Motion
Old Spice | The Man Your Man Could Smell Like
Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights
So Real it's Scary
Stratos jump successful! Scale 1:350 Lego Felix
Make It Count - Nike by Neistat
TIME Magazine cover picture by an Iphone
Bodyform Responds :: The Truth

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Media Convergence - Viral Marketing

  1. 1. #LessInterruption Mando Liussi @mandomando Solucionador, mentor, emprendedor. Director Marketing Digital INESDI, coautor «Comunicación Corporativa» «Mobile Communications» Navegando en familia
  2. 2. #LessInterruption 3
  3. 3. #LessInterruption
  4. 4. What makes a video go Viral?
  5. 5. #LessInterruption Do we need a buyral video
  6. 6. #LessInterruption Reason-why about meme & Viral videos
  7. 7. Internet memes Internet Memes
  8. 8. #LessInterruption viral marketing
  9. 9. #LessInterruption viral marketing engagement
  10. 10. #LessInterruption viral marketing engagement excelence
  11. 11. #LessInterruption viral marketing engagement excelence empathy
  12. 12. #LessInterruption viral marketing engagement excelence empathy exclusivity
  13. 13. #LessInterruption viral marketing engagement excelence empathy exclusivity ecommerce
  14. 14. #LessInterruption viral marketing
  15. 15. #LessInterruption viral marketing
  16. 16. #LessInterruption viralmarketing
  17. 17. #LessInterruption viralmarketing
  18. 18. #LessInterruption viralmarketing
  19. 19. #LessInterruption
  20. 20. #LessInterruption
  21. 21. #LessInterruption
  22. 22. #LessInterruption El resultado
  23. 23. #LessInterruption El resultado
  24. 24. #LessInterruption El resultado
  25. 25. #LessInterruption El resultado
  26. 26. #LessInterruption ¿Qué provocó tal éxito?
  27. 27. #LessInterruption Keep calm and carry on
  28. 28. Double Facepalm
  29. 29. Triple facepalm
  30. 30. #LessInterruption Casestudy How a viral video exploits on Twitter?
  31. 31. #LessInterruption viral marketing engagement excelence empathy exclusivity ecommerce
  32. 32. #LessInterruption Social media effects Social Media effects
  33. 33. #LessInterruption Nyan Cat
  34. 34. #LessInterruption Word of Mouth Visualized Word of Mouth Visualized
  35. 35. #LessInterruption Crazy Frog
  36. 36. #LessInterruption Tribes & explorers counts Tribes & explorers counts
  37. 37. #LessInterruption Good content allways goes viral … Good- content allways goes viral …
  38. 38. Good content allways goes viral … not  … not
  39. 39. #LessInterruption School, an Ideas’ Killer TED | Sir Ken Robinson
  40. 40. #LessInterruption The Stanford Commencement speech Steve Jobs' 2005 Stanford Commencem ent Address
  41. 41. Content, context, purpose & branded content
  42. 42. #LessInterruption Casestudy HarlemShake (meme)
  43. 43. #LessInterruption 80s Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem)
  44. 44. #LessInterruption 80s April 2012 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC
  45. 45. #LessInterruption 80s April 2012 May 2012 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud
  46. 46. #LessInterruption 80s April 2012 May 2012 June- November 2012 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style)
  47. 47. #LessInterruption 80s April 2012 May 2012 June- November 2012 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote)
  48. 48. #LessInterruption 80s April 2012 May 2012 June- November 2012 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote) (new upload with Plastic Little “and do the Harlem Shake” quote)
  49. 49. #LessInterruption 80s April 2012 May 2012 June- November 2012 January 2013 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote) (new upload with Plastic Little “and do the Harlem Shake” quote) Filthy Frank (blogger) upload the video
  50. 50. #LessInterruption 80s April 2012 May 2012 June- November 2012 January 2013 February 2013 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote) (new upload with Plastic Little “and do the Harlem Shake” quote) Filthy Frank (blogger) upload the video Viral meme expansion
  51. 51. #LessInterruption 80s April 2012 May 2012 June- November 2012 January 2013 February 2013 March 2013 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote) (new upload with Plastic Little “and do the Harlem Shake” quote) Filthy Frank (blogger) upload the video Viral meme expansion First attempts to use it as a form of protest
  52. 52. #LessInterruption 80s April 2012 May 2012 June- November 2012 January 2013 February 2013 March 2013 April 2013 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote) (new upload with Plastic Little “and do the Harlem Shake” quote) Filthy Frank (blogger) upload the video Viral meme expansion First attempts to use it as a form of protest First attempts to use it as corporate promo
  53. 53. #LessInterruption 80s April 2012 May 2012 June- November 2012 January 2013 February 2013 March 2013 April 2013 Viralization calendar Ethiopian dance “Eskista” trend in NYC (Harlem) Baauer (music composer) interview in BBC Baauer & Jeo Art upload mp3 to Soundcloud (reign of Gangnam Style) (new upload with Hector el Father “con los terroristas” quote) (new upload with Plastic Little “and do the Harlem Shake” quote) Filthy Frank (blogger) upload the video Viral meme expansion First attempts to use it as a form of protest First attempts to use it as corporate promo +12.000 versions!
  54. 54. #LessInterruption Casestudy HarlemShake (MakerStudios)
  55. 55. #LessInterruption Casestudy Subvirals: Gangman style
  56. 56. #LessInterruption United Breaks Guitars Dave Carroll & United Airlines
  57. 57. #LessInterruption Casestudy Iquit: MarinaShifrin AnInterpretiveDanceForMyBossSet ToKanyeWest'sGone 58
  58. 58. #LessInterruption Casestudy We’rehiring: formerBossofMarina Schifrinanswer 59
  59. 59. #LessInterruption Casestudy Versus keywordstocontroland monitorreputation 60
  60. 60. Right corporate answer?
  61. 61. #LessInterruption 62
  62. 62. Viral marketing lies & viralization process Viral Marketing lies vs viralization process
  63. 63. #LessInterruption Where the hell is matt?
  64. 64. #LessInterruption Show me the money Just jokes , classic branding. Action, not reaction
  65. 65. #LessInterruption Hands-free motion control Leap Motion from Nintendo´s WII (Kinect & PS3 Move later)
  66. 66. #LessInterruption The T Dance T-Mobile
  67. 67. #LessInterruption Run hall as Hall ASICS Run With Ryan. NYC Metro Marathon
  68. 68. #LessInterruption Casestudy Transmediahit fromFordto Renault
  69. 69. #LessInterruption Art on Snow Red Bull Off the Planet
  70. 70. #LessInterruption … show me the money! Show me the money
  71. 71. #LessInterruption The Man Your Man Could Smell Like Old Spice
  72. 72. #LessInterruption Strato-felix Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights
  73. 73. #LessInterruption So Real it's Scary LG UK IPS Monitors
  74. 74. #LessInterruption Now reaction, answers, conversation: where the money is
  75. 75. #LessInterruption Spice Hits +80.000 results … copycats & meme
  76. 76. #LessInterruption Lego-Felix Viena Model Maker Fair Lego jump
  77. 77. #LessInterruption You have lied to us … Comment on Bodyform’s fanpage
  78. 78. #LessInterruption The truth Bodyform responds
  79. 79. #LessInterruption viral marketing
  80. 80. #LessInterruption viral marketing engagement
  81. 81. #LessInterruption viral marketing engagement excelence
  82. 82. #LessInterruption viral marketing engagement excelence empathy
  83. 83. #LessInterruption viral marketing engagement excelence empathy exclusivity
  84. 84. #LessInterruption viral marketing engagement excelence empathy exclusivity ecommerce
  85. 85. Viral marketing lies & viralization process Viral Marketing is about funnel and metrics planning
  86. 86. #LessInterruption
  87. 87. #LessInterruption viral marketing
  88. 88. #LessInterruption experiences vs product story vs branding real vs corporate
  89. 89. #LessInterruption Thanks!
  90. 90. #LessInterruption Viral video list
  91. 91. #LessInterruption Intro Susan Boyle: http://youtu.be/RxPZh4AnWyk Charlie Bit My Finger: http://youtu.be/_OBlgSz8sSM Otters Holding Hands: http://youtu.be/epUk3T2Kfno Dramatic Chipmunk: http://youtu.be/a1Y73sPHKxw Hey Jude Kid: http://youtu.be/wgrrQwLdME8 Numa Numa: http://youtu.be/60og9gwKh1o Randy Pausch Last Lecture: http://www.youtube.com/watch?v=ji5_MqicxSo Royal Wedding Ad: http://youtu.be/I4mf5yqn1aw Old Spice Guy: http://youtu.be/owGykVbfgUE The Force Volkswagon Commercial: http://youtu.be/R55e-uHQna0 Galactic Empire State of Mind: http://youtu.be/YNyE2xExktA The Six Ways You'll See Your Dad: http://youtu.be/YG_nHfZ1wjQ Bad Romance Parody: http://youtu.be/LWxTGJ3TK1U Make it Count: http://youtu.be/WxfZkMm3wcg Leave Britney Alone!: http://youtu.be/kHmvkRoEowc Skateboarding Dog: http://youtu.be/CQzUsTFqtW0 David After Dentist: http://youtu.be/txqiwrbYGrs The Rise of Sharing Culture Charlie The Unicorn: http://youtu.be/Q5im0Ssyyus Evolution of Dance: http://youtu.be/dMH0bHeiRNg Crush On Obama: http://youtu.be/wKsoXHYICqU Diet Coke + Mentos: http://youtu.be/hKoB0MHVBvM Daft Hands: http://youtu.be/K2cYWfq--Nw MISSING OK Go - Here It Goes Again: http://youtu.be/dTAAsCNK7RA Guy takes a photo of himself every day for 6 years: http://youtu.be/6B26asyGKDo Chocolate Rain: http://youtu.be/EwTZ2xpQwpA Badger, badger, badger…!: http://youtu.be/iOPjdMV2xbA MISSING Guiness World Record for most T-Shirts worn at one time: http://youtu.be/r6tlw-oPDBM Friday: http://youtu.be/kfVsfOSbJY0 going to the store: http://youtu.be/iRZ2Sh5-XuM United Breaks Guitars: http://youtu.be/5YGc4zOqozo The Force Volkswagon Commercial: http://youtu.be/R55e-uHQna0 Downfall: Famous Bunker Scene (Original, see the parodies): http://youtu.be/y2fl-sHUwrc LonelyGirl15: http://www.youtube.com/user/lonelygirl15 Guy fights bear for salmon: http://youtu.be/rPZNjtODzFI Where the Hell is Matt? 2006: http://youtu.be/bNF_P281Uu4 MISSING Auto-Tune the News 2: http://youtu.be/tBb4cjjj1gI Grape lady falls!: http://youtu.be/aMS0O3kknvk Google Chrome: It Gets Better: http://youtu.be/7skPnJOZYdA Fred: http://www.youtube.com/user/fred Video list thanks to PBSoffbook
  92. 92. #LessInterruption From Accidental to Intentional The Sneezing Baby Panda: http://youtu.be/FzRH3iTQPrk Charlie Bit My Finger: http://youtu.be/_OBlgSz8sSM Scarlet Takes a Tumble: http://youtu.be/le-BoDs-Yt8 Zombie Kid Likes Turtles: http://youtu.be/le-BoDs-Yt8 Technoviking: http://youtu.be/_1nzEFMjkI4 The cat is planning something evil: http://youtu.be/TQBMPDbqlvc Baby Dancing to Beyonce: http://youtu.be/ikTxfIDYx6Q afro ninja: http://youtu.be/BEtIoGQxqQs yatta: http://youtu.be/rW6M8D41ZWU It's Peanut Butter Jelly Time!!!: http://youtu.be/Z3ZAGBL6UBA David After Dentist After REMIX: http://youtu.be/N618fLxQP6w MISSING La caída de edgar THE MOVIE star wars reloaded piton puente: http://youtu.be/V0Y5sTchMYs Bill O'Reilly Flips out - techno REMIX: http://youtu.be/q6W7FY0-mks Auto-Tune the News: Bed Intruder Song!!!: http://youtu.be/hMtZfW2z9dw MISSING Jizz In My Pants: http://youtu.be/4pXfHLUlZf4 MISSING Saturday Night Live - Dick In A Box: http://youtu.be/WhwbxEfy7fg Like A Boss: http://youtu.be/NisCkxU544c MISSING JK Wedding Entrance Dance: http://youtu.be/4-94JhLEiN0 Viral Lessons from Comedy Galactic Empire State of Mind: http://youtu.be/YNyE2xExktA The Six Ways You'll See Your Dad: http://youtu.be/YG_nHfZ1wjQ Batman Interrogation: http://youtu.be/Svd4fe8HEZI MISSING We are the 1%: http://youtu.be/hrGdEwV- efs Girls You Date in College: http://youtu.be/HIPJrrQlxzY Heavy Metal Cats! Key of Awesome #1: http://youtu.be/AAfpq6EPKck Galactic Empire State of Mind: http://youtu.be/YNyE2xExktA The Dark Night Meets Superman: http://youtu.be/FywMOuMqNuI Realistic Hollywood Sex-Scene: http://youtu.be/evDAi77IDhY MISSING Anime Guy On A Date: http://youtu.be/66hSiRgbgX0 Bad Romance Parody: http://youtu.be/LWxTGJ3TK1U Justin Bieber ft. Lil Wayne: Bieber Fever!: http://youtu.be/zHzN80iC59I What Makes You Beautiful - One Direction Parody!: http://youtu.be/t7CHfqg0wd8
  93. 93. #LessInterruption Advertising Embraces Viral Culture 1984: http://youtu.be/cWvHbOoG3tI Flea Market Montgomery: http://youtu.be/FJ3oHpup-pk Kobe Bryant Jumps Over A Moving Car And A Pool Of Snakes: http://youtu.be/_Dcv9qzWrps Amazing Ball girl catch: http://youtu.be/4SqJz0NgnnE Evian Roller Babies International version: http://youtu.be/XQcVllWpwGs Kenny Powers CEO / FL: http://youtu.be/enau8Tq78TA Old Spice: http://www.youtube.com/OldSpice Dollar Shave Club: http://youtu.be/ZUG9qYTJMsI Bad Breath Test: http://youtu.be/nFeb6YBftHE Google Chrome: It Gets Better: http://youtu.be/7skPnJOZYdA MISSING DC SHOES: Gymkhana Five: http://youtu.be/LuDN2bCIyus Kenny Powers CEO / FL: http://youtu.be/enau8Tq78TA The Importance of Viral Storytelling http://www.youtube.com/caseyneis tat The Power of Viral Videos to Ignite Change "Blue bra" girl brutally beaten by Egypt military: http://youtu.be/mnFVYewkWEY KONY 2012: http://youtu.be/Y4MnpzG5Sqc Epic Beard Man: http://youtu.be/lQJFv9SMSMQ Bus Monitor Bullied: http://youtu.be/l93wAqnPQwk Egyptian Tank Man: http://youtu.be/kWr6MypZ-JU Matt Lauer Bus Monitor Interview: http://youtu.be/668AQoumzWo MISSING: Numerous Videos from Arab Spring. Outro Keyboard Cat: http://youtu.be/J--- aiyznGQ Kittens inspired by kittens: http://youtu.be/FtX8nswnUKU "Gorilla Drummer" Cadbury Ad: http://youtu.be/Wy52yueBX_s RickRoll'D: http://youtu.be/oHg5SJYRHA0 MISSING Numa Numa: http://youtu.be/60og9gwKh1o New YOLO Slang Words: http://youtu.be/GMxoh2QEvlg MISSING Bad Romance Parody: http://youtu.be/LWxTGJ3TK1U Make it Count: http://youtu.be/WxfZkMm3wcg "Blue bra" girl brutally beaten by Egypt military: http://youtu.be/mnFVYewkWEY
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