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How Virals Work
The document explores the mechanics and strategies behind viral communication and advertising, likening media viruses to biological viruses that spread information effectively. It emphasizes the importance of simplicity, relatability, and unexpectedness in creating shareable content, as well as utilizing influential tastemakers and communities for maximum reach. Success in virality depends on identifying relevant cultural contexts and ensuring content is engaging enough to motivate sharing among viewers.
How Virals Work
- 1. Berlin, 10.06.2014 How ViralsWorkOne of the most successful communication strategies since a billion years
- 2. More than 33Million dead: Spanish flu pandemic of 1918/19 ! ! !
- 3. The Spanish FluVirus: H1N1 ! !
- 4. Also, 33 Millioninfected: Double Rainbow ! http://www.youtube.com/watch?v=OQSNhk5ICTI
- 5. The “Influenza“: YosemiteMountain Bear ! !
- 6. The virus andhow it strikes: ! !
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- 8. A roadmap toa commercial viral: Smart Water http://www.youtube.com/watch?v=kgX_IJPOifs
- 9. The role model ! Hook DNA/Information Avirus (eg Bacteriophage lambda) consists mainly of information (DNA) with a hook - exactly what a media virus needs. !
- 10. Explicit lyrics !The textof the virus information is written very precisely in 4 chemical letters: the molecules of the proteins Adenin, Thymin, Guanin and Cytosin. !
- 11. Information multiplying ! Copycat: Theinformation can be multiplied easily with new molecules completing the two halved ones. The best media viruses are the ones that can be copies and altered endlessly.
- 12. The Information cascade Whena virus enters a cell (1), it hacks the information code of the cell DNA(2,3). It changes the original explicit lyrics (4,5) and forces the cell to build new viruses (6,7). Now that´s pure effectiveness! !
- 13. Hooks used inSmartwater viral O Celebrities ! O Kids, cute baby animals ! O Viral stuff from Youtube (double rainbow, Evian babies) ! O Fails (kick in the balls) ! O Sex ! O Sexism ! !
- 14. Info Infusion O Avirus is simple - that’s why it’s so deadly ! O Less viral information means increased spread and reach ! O Don’t try to spread a whole list of ingredients and a range of micro USP’s. ! O Keep it simple. ! ! ! !
- 15. Viral: the answerto Social Media? O No brand, however big, can play all media channels ! O Unless it uses the help from the internet user ! O Like that, messages break through media borders !
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- 19. The key questionfor viral advertising: Would you share it?
- 20. Virality: Every onewho get´s the content, shares it with at least one other person.
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- 23. With 5.3 trilliondisplay ads shown online each year, 400 million tweets sent daily, 144,000 hours of YouTube video uploaded daily, and 4.75 billion pieces of content shared on Facebook every day, posting a few blasé blogs on the corporate website just isn’t going to cut it. You’re going to need something that cuts through the clutter. (Harvard Business Review)
- 24. 4 Tricks 4Success of Kevin Alloca, Trendmanager Youtube: O Tastemakers: you need the help of people who have lots of followers - on TV, on Twitter on Facebook or wherever like Jimmy Kimmel, Jay Leno or Maintainbear ! O Communities: take advantage of Social Networks and groups working for (or against) you, like the sexy lady lovers or the anti- sexism league. ! O Participation: Make sure, people can relate to the film, can integrate it into their lives and/or post a personal comment on it. ! O Unexpectedness: The best comment is: “I didn´t see that coming“. Virals are usually something completely new and outstanding (they can have sequels afterwards!) !
- 25. Look and listenclosely! http://www.youtube.com/watch?v=KpGfnvHW0Tgv
- 26. Did you feelthe unexpectedness?
- 27. The 5 bestreasons to share content People don´t share just like that. They have a hidden agenda: ! People share to ! O appear to be in the know ! O look smarter ! O look more interesting and multi-facetted ! O look sexually fit and active ! O seem to have many friends ! !
- 28. The right infusionat the right time? O To spread, a virus has to fall on fertile ground. ! O The H1N1 virus found a population weakend by war. ! O The Old Spice found a male population irritated by female rising powers a and female population longing for really strong men. !
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- 30. and for somethings there is just no explanation
- 31. Virals can haveall shapes and forms They don´t even have to be online. ! At least not at the beginning... !
- 32. blush Lingerie: X-raybag http://9gag.com/gag/a9dKLBZ/
- 33. blush Lingerie: Hotpants http://9gag.com/gag/ay7yOwp
- 34. From Facebook toFrenzy O Seeing the connection between Edward Snowdens uncoverings and the ones of our client blush Lingerie. ! O A post that went around the world. !
- 35. - blush wagtsich mit einem Motiv mitten in den politischen Rummel um den Bundespräsident. ! - Bild, rtl, ARD, Tagesspiegel, .... berichten.
- 36. blush Snowden Press:https://vimeo.com/78716476
- 37. How to stircontroversy with almost nothing: http://www.youtube.com/watch?v=DM3R6_1Ayoo
- 38. Liaison dangereuse http://www.youtube.com/watch? v=DM3R6_1Ayoo Millions ofclicks ! More than 2000 comments ! Return of over 1000% Titel of Daily Star in England
- 39. Checklist for successfulvirals ! O Look for fertile grounds. What is everybody talking about? ! O Prepare your information infusion ! O Consider: one little strand that gets through is better than a complex info compound that doesn´t ! O Make connections to bloggers and the press ! O Check comments regularly
- 40. O Give compellingtitles! Superlative, the first, the only, never before … You won´t believe that … I never thought this could happen We need that click at first glance!
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- 43. (Un)expectedness O Someone rememberingthe large pandemic of 2011? ! O H1N5, a mutant from the Spanish flu was expected to hit the world ! O Novartis und GlaxoSmithKline got 10 Mio. to speed up the fabrication of vaccines ! O Germany alone ordered 2 x 80 millions of vaccines ! And? ! ! ! !
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- 45. Interested in thesurprising power of ideas: ! www.glow-berlin.de contact@glow-berlin.de