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Science2
1. HBR.ORG
The New Science of wonderfu[. People wi[[ watch and share The results say one thing: lt's about narcis-
Viral Ads great videos. And peopte recognize great- sism. Zero patience. Zero tolerance. I want
HBR articte by Thales Teixeira, March zorz ness when they see it. this is what the what I want when and how I want it. Shar-
It's the hoty grait of digital mar- advertising business struggles with every ing to gain sociat capital. Narcissism.
single day in alt media. when it succeeds, Jay lzso, psychologica[ business consultant
keting: commercials that peopte
share. To untockthe secrets of everyone knows about it.
Marc Lichtenstein, director of strategy, These findings overtook two important
viral advertising, HBS profes- The Weinstein Organization
factors in ad effectiveness: branded recatl
sor Teixeira tracked viewers' eye
and conversion. If an ad is tiked and
movements and facial expres- passed atong but the brand is forgotten
Icompletely agree with the author that
sions while they watched ads by people share these ads because they tove or no further action is taken by the viewer,
Coca-Cola, Bud Light, and others. to give surprises to others. the ad may generate buzz but witt do
Using the data, he determined Ankit Kedia, senior manager of marketing and littte to buitd the brand or the
sotutions to marketers' biggest operations, SPS Group
business.
cha[lenges in the viral ad space. Denise Lee Yohn, president and consutting
partner, Denise Lee Yohn
|find your point-that peopte share viral
I applaud the author's attempt to explain ads because they want to show off, not be-
the "science" of viral ads, but it isn't a sci- cause they're generous-entirely convinc- I strongty betieve that there are no formu-
ence. It is simpty a combination of knowing ing. Sharing makes the sharer look coo[. las for creating successful viral ads. - -
your audience, understanding the medium, David Barnes, e-learning product manager, Pramil cupta, serior consultan,
and having the talent to create something
Packt Publishing ll
Yff[! &rutr} ilffipffi$wffig].
ign!:* y*i;r p*t*rtial lurith tre ili;n-rnn F*ri*rman,:e instiiLlt*'t Ctrp*t;lte Atiiiete@
irrrr:rg. Y*r,r wi!! !e*rn ih* seireis *f *iite p*rii:rt::*rs ilil{:cv€r*i lver 30 yter*
r,f ii,:priet*ry s*i*nt!f ic r*re;r'cii w*rk"ing l"-riih *iynrpr.':n:, pr*fers!*r"r*i athleies,
3.-r=,::=i i:*rccs, si.irg*oi"r: *nri i+ltr;n+ 5S* *[*'s. ii: l*i1 al*ne, *x**ttir"r*s
irri:: i5 *f the {:ilrture iCi.'=igag*d in C*rp*r*ie Athl*tcle train!rg.
Stilr* y*u irv*st in an,'i *ihti ir=:-iirg, iinri *ut h*rqi *xil*nding y*ur *n*i'€y
:ai-: ignit* y*ur pe rf*rmcnc* p+i*-iiai in everyihing yau cia.
1 .80S.543.?7S4 i SsrpsratsAthlete.c0ffi
&
v ij ulJ,{ld rF,}r"F{}RMA}{CE
IFISTITUTN"
Divigirft of lveilness & Prc€nlio*, l*i.
![HBR.ORG
The New Science of wonderfu[. People wi[[ watch and share The results say one thing: lt's about narcis-
Viral Ads great videos. And peopte recognize great- sism. Zero patience. Zero tolerance. I want
HBR articte by Thales Teixeira, March zorz ness when they see it. this is what the what I want when and how I want it. Shar-
It's the hoty grait of digital mar- advertising business struggles with every ing to gain sociat capital. Narcissism.
single day in alt media. when it succeeds, Jay lzso, psychologica[ business consultant
keting: commercials that peopte
share. To untockthe secrets of everyone knows about it.
Marc Lichtenstein, director of strategy, These findings overtook two important
viral advertising, HBS profes- The Weinstein Organization
factors in ad effectiveness: branded recatl
sor Teixeira tracked viewers' eye
and conversion. If an ad is tiked and
movements and facial expres- passed atong but the brand is forgotten
Icompletely agree with the author that
sions while they watched ads by people share these ads because they tove or no further action is taken by the viewer,
Coca-Cola, Bud Light, and others. to give surprises to others. the ad may generate buzz but witt do
Using the data, he determined Ankit Kedia, senior manager of marketing and littte to buitd the brand or the
sotutions to marketers' biggest operations, SPS Group
business.
cha[lenges in the viral ad space. Denise Lee Yohn, president and consutting
partner, Denise Lee Yohn
|find your point-that peopte share viral
I applaud the author's attempt to explain ads because they want to show off, not be-
the "science" of viral ads, but it isn't a sci- cause they're generous-entirely convinc- I strongty betieve that there are no formu-
ence. It is simpty a combination of knowing ing. Sharing makes the sharer look coo[. las for creating successful viral ads. - -
your audience, understanding the medium, David Barnes, e-learning product manager, Pramil cupta, serior consultan,
and having the talent to create something
Packt Publishing ll
Yff[! &rutr} ilffipffi$wffig].
ign!:* y*i;r p*t*rtial lurith tre ili;n-rnn F*ri*rman,:e instiiLlt*'t Ctrp*t;lte Atiiiete@
irrrr:rg. Y*r,r wi!! !e*rn ih* seireis *f *iite p*rii:rt::*rs ilil{:cv€r*i lver 30 yter*
r,f ii,:priet*ry s*i*nt!f ic r*re;r'cii w*rk"ing l"-riih *iynrpr.':n:, pr*fers!*r"r*i athleies,
3.-r=,::=i i:*rccs, si.irg*oi"r: *nri i+ltr;n+ 5S* *[*'s. ii: l*i1 al*ne, *x**ttir"r*s
irri:: i5 *f the {:ilrture iCi.'=igag*d in C*rp*r*ie Athl*tcle train!rg.
Stilr* y*u irv*st in an,'i *ihti ir=:-iirg, iinri *ut h*rqi *xil*nding y*ur *n*i'€y
:ai-: ignit* y*ur pe rf*rmcnc* p+i*-iiai in everyihing yau cia.
1 .80S.543.?7S4 i SsrpsratsAthlete.c0ffi
&
v ij ulJ,{ld rF,}r"F{}RMA}{CE
IFISTITUTN"
Divigirft of lveilness & Prc€nlio*, l*i.](https://image.slidesharecdn.com/science2-120510054839-phpapp01/85/science2-1-320.jpg)
