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WEB VIDEO
   THUNDERDOME

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


     @mikearauz           @BUD_CADDELL

WEBVIDEOTHUNDERDOME.COM          #thunderdome
THE DEATHMATCH!
                          1. best spokesman
                          2. cute kid tricks
                          3. instant smiles
                          4. best song parody
                          5. video of the year




WEBVIDEOTHUNDERDOME.COM        #thunderdome
BUT FIRST, HOW
ABOUT A WARM UP!




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




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




WEBVIDEOTHUNDERDOME.COM      #thunderdome
427,631,741
             hours of web video
             watched in feb 2010




WEBVIDEOTHUNDERDOME.COM            #thunderdome
“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   #thunderdome
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.COM     #thunderdome
the man your man could smell like




                            branded




WEBVIDEOTHUNDERDOME.COM   #thunderdome
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
lesson 1:
         be remarkable


WEBVIDEOTHUNDERDOME.COM   #thunderdome
1998      2001          2004          2006          2008          2010

 1996          2000      2003          2005          2007          2009




WEBVIDEOTHUNDERDOME.COM                                              #thunderdome
CUTE KID TRICKS


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




                              un-
                            branded




WEBVIDEOTHUNDERDOME.COM        #thunderdome
Evian Roller Babies




                                 branded




WEBVIDEOTHUNDERDOME.COM      #thunderdome
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
lesson 2:
 play on past successes


WEBVIDEOTHUNDERDOME.COM   #thunderdome
internet fame is
a social phenomenon
         not a magic trick
                 it’s called an
                 illusion, michael




WEBVIDEOTHUNDERDOME.COM              #thunderdome
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

WEBVIDEOTHUNDERDOME.COM       #thunderdome
WHY WE SHARE:
         STRENGTHEN MY BOND

   DEFINE OUR COLLECTIVE IDENTITY

             GIVE ME STATUS

WEBVIDEOTHUNDERDOME.COM       #thunderdome
WHY WE SHARE:
         STRENGTHEN MY BOND

   DEFINE OUR COLLECTIVE IDENTITY

             GIVE ME STATUS

WEBVIDEOTHUNDERDOME.COM       #thunderdome
INSTANT SMILES


WEBVIDEOTHUNDERDOME.COM   #thunderdome
Surprised Little Kitten




                             un-
                           branded




WEBVIDEOTHUNDERDOME.COM       #thunderdome
volkswagen piano staircase




                            branded




WEBVIDEOTHUNDERDOME.COM    #thunderdome
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
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




WEBVIDEOTHUNDERDOME.COM     #thunderdome
The Muppets: Bohemian Rhapsody




                           branded




WEBVIDEOTHUNDERDOME.COM   #thunderdome
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
lesson 4:
      collect your fans


WEBVIDEOTHUNDERDOME.COM   #thunderdome
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
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
     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
lesson 5:
     invite participation


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


                     COPYING

                     SHARING

                    COMMENTING

                      RATING

                     VIEWING


WEBVIDEOTHUNDERDOME.COM                  #thunderdome
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
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
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
video of the year


WEBVIDEOTHUNDERDOME.COM   #thunderdome
epic beard man




                                un-
                              branded




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




                          branded




WEBVIDEOTHUNDERDOME.COM     #thunderdome
WEBVIDEOTHUNDERDOME.COM   #thunderdome
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
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 fans

  • invite participation

  • start small riots




WEBVIDEOTHUNDERDOME.COM        #thunderdome
thank you
              viral video chart
                   mag.ma
              know your meme
               jamie wilkinson
               college humor
                  buzzfeed
                   and you!

WEBVIDEOTHUNDERDOME.COM           #thunderdome
WEBVIDEOTHUNDERDOME.COM   #thunderdome

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Web Video Thunderdome - SXSW 2010

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