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WEB VIDEO
   THUNDERDOME

WEBVIDEOTHUNDERDOME.COM   #thunderdome
who the hell
     DO WE THINK WE ARE?


     @mikearauz           @BUD_CADDELL

WEBVIDEOTHUNDERDOME.COM          #thunderd...
THE DEATHMATCH!
                          1. best spokesman
                          2. cute kid tricks
                 ...
BUT FIRST, HOW
ABOUT A WARM UP!




WEBVIDEOTHUNDERDOME.COM   #thunderdome
brands love
    SUPERBOWL SIZED AUDIENCES.
                               ESPECIALLY HERE




WEBVIDEOTHUNDERDOME.COM   #t...
141
                   MILLION PEOPLE
                   WATCHED web videos
                   in february 2010.




WEBVI...
427,631,741
             hours of web video
             watched in feb 2010




WEBVIDEOTHUNDERDOME.COM            #thund...
“I want to go to there.”




WEBVIDEOTHUNDERDOME.COM       #thunderdome
“where is everyone?”




WEBVIDEOTHUNDERDOME.COM       #thunderdome
“ah, we need to make
              viral videos.”



WEBVIDEOTHUNDERDOME.COM        #thunderdome
WEBVIDEOTHUNDERDOME.COM   #thunderdome
#pizzahutfail




WEBVIDEOTHUNDERDOME.COM   #thunderdome
brands failed to
       understand that
     this is our internet.

WEBVIDEOTHUNDERDOME.COM   #thunderdome
The web wasn’t built with commercial
breaks. in fact, it wasn’t built for
advertisers at all.

WEBVIDEOTHUNDERDOME.COM   #...
this is your internet.
and every click is a vote.



WEBVIDEOTHUNDERDOME.COM   #thunderdome
Mike’s
                            internet




WEBVIDEOTHUNDERDOME.COM   #thunderdome
bud’s
internet
WEBVIDEOTHUNDERDOME.COM   #thunderdome
WEBVIDEOTHUNDERDOME.COM   #thunderdome
brands have to earn their right to
  have a presence on your internet.




WEBVIDEOTHUNDERDOME.COM    #thunderdome
why are we voting?




WEBVIDEOTHUNDERDOME.COM   #thunderdome
best spokesman


WEBVIDEOTHUNDERDOME.COM   #thunderdome
gingers do have souls




                              un-
                            branded




WEBVIDEOTHUNDERDOME.CO...
the man your man could smell like




                            branded




WEBVIDEOTHUNDERDOME.COM   #thunderdome
winner!


                                VS
                        un-
                      branded                    ...
lesson 1:
         be remarkable


WEBVIDEOTHUNDERDOME.COM   #thunderdome
1998      2001          2004          2006          2008          2010

 1996          2000      2003          2005       ...
CUTE KID TRICKS


WEBVIDEOTHUNDERDOME.COM   #thunderdome
I’M YOURS (UKULELE KID)




                              un-
                            branded




WEBVIDEOTHUNDERDOME....
Evian Roller Babies




                                 branded




WEBVIDEOTHUNDERDOME.COM      #thunderdome
winner!


                                VS
                        un-
                      branded                    ...
lesson 2:
 play on past successes


WEBVIDEOTHUNDERDOME.COM   #thunderdome
internet fame is
a social phenomenon
         not a magic trick
                 it’s called an
                 illusion,...
IF YOU REMEMBER
                      only ONE THING...




WEBVIDEOTHUNDERDOME.COM      #thunderdome
VIRAL
WEBVIDEOTHUNDERDOME.COM   #thunderdome
PASS ALONG
  IS MADE OF
 PEeeOoPLE!!!
WEBVIDEOTHUNDERDOME.COM   #thunderdome
WHY WE SHARE:
         STRENGTHEN MY BOND

   DEFINE OUR COLLECTIVE IDENTITY

             GIVE ME STATUS

WEBVIDEOTHUNDER...
WHY WE SHARE:
         STRENGTHEN MY BOND

   DEFINE OUR COLLECTIVE IDENTITY

             GIVE ME STATUS

WEBVIDEOTHUNDER...
WHY WE SHARE:
         STRENGTHEN MY BOND

   DEFINE OUR COLLECTIVE IDENTITY

             GIVE ME STATUS

WEBVIDEOTHUNDER...
INSTANT SMILES


WEBVIDEOTHUNDERDOME.COM   #thunderdome
Surprised Little Kitten




                             un-
                           branded




WEBVIDEOTHUNDERDOME.CO...
volkswagen piano staircase




                            branded




WEBVIDEOTHUNDERDOME.COM    #thunderdome
winner!


                                VS
                        un-
                      branded                    ...
lesson 3:
    use the web to tell
   more complex stories

WEBVIDEOTHUNDERDOME.COM   #thunderdome
tricks       magic   stories




WEBVIDEOTHUNDERDOME.COM     #thunderdome
BEST SONG PARODY


WEBVIDEOTHUNDERDOME.COM   #thunderdome
I GOTTA FEELING PARODY




                                un-
                              branded




WEBVIDEOTHUNDERDO...
The Muppets: Bohemian Rhapsody




                           branded




WEBVIDEOTHUNDERDOME.COM   #thunderdome
winner!

                                VS
                        un-
                      branded                     ...
lesson 4:
      collect your fans


WEBVIDEOTHUNDERDOME.COM   #thunderdome
ricky van veen’s golden
           rules of web video:
                                   2-3 mins max
                   ...
the web video thunderdome

lifetime achievement
                award
WEBVIDEOTHUNDERDOME.COM   #thunderdome
WEBVIDEOTHUNDERDOME.COM in the film downfall]
       (as played by bruno ganz       #thunderdome
HITLER REACTS TO...
     KANYE WEST                      TWILIGHT
     USAIN BOLT                      STAR TREK
     WOLF...
lesson 5:
     invite participation


WEBVIDEOTHUNDERDOME.COM   #thunderdome
PARTICIPATION:                 PERFORMING
                                 (E.G. PARODY, REMIX, COVERS)


                ...
10,512,000
                    hours of video
         uploaded to YouTube in the last year.

Source: YouTube Fact Sheet -...
20 hours of video
            uploaded every minute
                                                            = 1 hour o...
or 130,000
    full-length Hollywood movie releases every week
                                                           ...
video of the year


WEBVIDEOTHUNDERDOME.COM   #thunderdome
epic beard man




                                un-
                              branded




WEBVIDEOTHUNDERDOME.COM  ...
WEBVIDEOTHUNDERDOME.COM   #thunderdome
pants on the ground




                          branded




WEBVIDEOTHUNDERDOME.COM     #thunderdome
WEBVIDEOTHUNDERDOME.COM   #thunderdome
winner!


                               VS
                       un-
                     branded                       ...
lesson 6:
      start small riots


WEBVIDEOTHUNDERDOME.COM   #thunderdome
court communities
like constituencies


WEBVIDEOTHUNDERDOME.COM   #thunderdome
recognize them

       play to their interests

     give them social currency

WEBVIDEOTHUNDERDOME.COM      #thunderdome
lessons:
  • be remarkable

  • play on past successes

  • use the web to tell more
    complex stories
  • collect your ...
thank you
              viral video chart
                   mag.ma
              know your meme
               jamie wilk...
WEBVIDEOTHUNDERDOME.COM   #thunderdome
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Web Video Thunderdome - SXSW 2010

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The presentation given by Bud Caddell 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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Transcript of "Web Video Thunderdome - SXSW 2010"

  1. 1. WEB VIDEO THUNDERDOME WEBVIDEOTHUNDERDOME.COM #thunderdome
  2. 2. who the hell DO WE THINK WE ARE? @mikearauz @BUD_CADDELL WEBVIDEOTHUNDERDOME.COM #thunderdome
  3. 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. 4. BUT FIRST, HOW ABOUT A WARM UP! WEBVIDEOTHUNDERDOME.COM #thunderdome
  5. 5. brands love SUPERBOWL SIZED AUDIENCES. ESPECIALLY HERE WEBVIDEOTHUNDERDOME.COM #thunderdome
  6. 6. 141 MILLION PEOPLE WATCHED web videos in february 2010. WEBVIDEOTHUNDERDOME.COM #thunderdome
  7. 7. 427,631,741 hours of web video watched in feb 2010 WEBVIDEOTHUNDERDOME.COM #thunderdome
  8. 8. “I want to go to there.” WEBVIDEOTHUNDERDOME.COM #thunderdome
  9. 9. “where is everyone?” WEBVIDEOTHUNDERDOME.COM #thunderdome
  10. 10. “ah, we need to make viral videos.” WEBVIDEOTHUNDERDOME.COM #thunderdome
  11. 11. WEBVIDEOTHUNDERDOME.COM #thunderdome
  12. 12. #pizzahutfail WEBVIDEOTHUNDERDOME.COM #thunderdome
  13. 13. brands failed to understand that this is our internet. WEBVIDEOTHUNDERDOME.COM #thunderdome
  14. 14. The web wasn’t built with commercial breaks. in fact, it wasn’t built for advertisers at all. WEBVIDEOTHUNDERDOME.COM #thunderdome
  15. 15. this is your internet. and every click is a vote. WEBVIDEOTHUNDERDOME.COM #thunderdome
  16. 16. Mike’s internet WEBVIDEOTHUNDERDOME.COM #thunderdome
  17. 17. bud’s internet WEBVIDEOTHUNDERDOME.COM #thunderdome
  18. 18. WEBVIDEOTHUNDERDOME.COM #thunderdome
  19. 19. brands have to earn their right to have a presence on your internet. WEBVIDEOTHUNDERDOME.COM #thunderdome
  20. 20. why are we voting? WEBVIDEOTHUNDERDOME.COM #thunderdome
  21. 21. best spokesman WEBVIDEOTHUNDERDOME.COM #thunderdome
  22. 22. gingers do have souls un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  23. 23. the man your man could smell like branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  24. 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. 25. lesson 1: be remarkable WEBVIDEOTHUNDERDOME.COM #thunderdome
  26. 26. 1998 2001 2004 2006 2008 2010 1996 2000 2003 2005 2007 2009 WEBVIDEOTHUNDERDOME.COM #thunderdome
  27. 27. CUTE KID TRICKS WEBVIDEOTHUNDERDOME.COM #thunderdome
  28. 28. I’M YOURS (UKULELE KID) un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  29. 29. Evian Roller Babies branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  30. 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. 31. lesson 2: play on past successes WEBVIDEOTHUNDERDOME.COM #thunderdome
  32. 32. internet fame is a social phenomenon not a magic trick it’s called an illusion, michael WEBVIDEOTHUNDERDOME.COM #thunderdome
  33. 33. IF YOU REMEMBER only ONE THING... WEBVIDEOTHUNDERDOME.COM #thunderdome
  34. 34. VIRAL WEBVIDEOTHUNDERDOME.COM #thunderdome
  35. 35. PASS ALONG IS MADE OF PEeeOoPLE!!! WEBVIDEOTHUNDERDOME.COM #thunderdome
  36. 36. WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS WEBVIDEOTHUNDERDOME.COM #thunderdome
  37. 37. WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS WEBVIDEOTHUNDERDOME.COM #thunderdome
  38. 38. WHY WE SHARE: STRENGTHEN MY BOND DEFINE OUR COLLECTIVE IDENTITY GIVE ME STATUS WEBVIDEOTHUNDERDOME.COM #thunderdome
  39. 39. INSTANT SMILES WEBVIDEOTHUNDERDOME.COM #thunderdome
  40. 40. Surprised Little Kitten un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  41. 41. volkswagen piano staircase branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  42. 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. 43. lesson 3: use the web to tell more complex stories WEBVIDEOTHUNDERDOME.COM #thunderdome
  44. 44. tricks magic stories WEBVIDEOTHUNDERDOME.COM #thunderdome
  45. 45. BEST SONG PARODY WEBVIDEOTHUNDERDOME.COM #thunderdome
  46. 46. I GOTTA FEELING PARODY un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  47. 47. The Muppets: Bohemian Rhapsody branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  48. 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. 49. lesson 4: collect your fans WEBVIDEOTHUNDERDOME.COM #thunderdome
  50. 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. 51. the web video thunderdome lifetime achievement award WEBVIDEOTHUNDERDOME.COM #thunderdome
  52. 52. WEBVIDEOTHUNDERDOME.COM in the film downfall] (as played by bruno ganz #thunderdome
  53. 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. 54. lesson 5: invite participation WEBVIDEOTHUNDERDOME.COM #thunderdome
  55. 55. PARTICIPATION: PERFORMING (E.G. PARODY, REMIX, COVERS) COPYING SHARING COMMENTING RATING VIEWING WEBVIDEOTHUNDERDOME.COM #thunderdome
  56. 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. 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. 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. 59. video of the year WEBVIDEOTHUNDERDOME.COM #thunderdome
  60. 60. epic beard man un- branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  61. 61. WEBVIDEOTHUNDERDOME.COM #thunderdome
  62. 62. pants on the ground branded WEBVIDEOTHUNDERDOME.COM #thunderdome
  63. 63. WEBVIDEOTHUNDERDOME.COM #thunderdome
  64. 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. 65. lesson 6: start small riots WEBVIDEOTHUNDERDOME.COM #thunderdome
  66. 66. court communities like constituencies WEBVIDEOTHUNDERDOME.COM #thunderdome
  67. 67. recognize them play to their interests give them social currency WEBVIDEOTHUNDERDOME.COM #thunderdome
  68. 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. 69. thank you viral video chart mag.ma know your meme jamie wilkinson college humor buzzfeed and you! WEBVIDEOTHUNDERDOME.COM #thunderdome
  70. 70. WEBVIDEOTHUNDERDOME.COM #thunderdome
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