Case study analysis on what made the Ford Upside: Anything is Possible video go viral, including what prompted the initial click and what made it shareable.

1. Viral Video Case Study
Upside: Anything is Possible
Page 1
By Leslie Hetherington

2. The ‘Muse’ – First Ever 2014 Cadillac
ELR: Poolside
Page 2
https://www.youtube.com/watch?v=qGJSI48gkFc
• Released February 7, 2014
• TV Ad – Aired during Oscars,
Sochi, Super bowl
• More than 2.3 million views
• ‘Day-in-the-life’ with capitalist,
‘entitled’ man

3. Page 3
The Reaction….
• “Insulting to Europeans”
• “Sets a bad image for America”
• “Materialistic”
• “1% - centric”….
• Lots of media buzz…

4. The Parody – Upside: Anything
is Possible
Page 4
https://www.youtube.com/watch?v=jAN61QK0aUI
• Parody posted on web
• Posted March 26, 2014
• More than 1.3 million views
• Day-in-the-life of opposite:
socially conscious,
entrepreneurial woman

5. Page 5
The Result:
• Shared extensively on Twitter, facebook
• ‘Upside’ was picked-up by Upworthy
• Even appeared in GM’s blogs
(GM Authority & GM Volt)
• Drove traffic to Detroit Dirt – crashing
website for short time

6. Page 6
The Initial Click
• Timing – receptive audience familiar
with GM ad, lingering occupy sentiment
• Ethical & emotional appeal – contrast of
successful ‘real’ person with a heart
• Novel partnership - automotive company
+ compost organization

7. Page 7
Why Share?
• Quality – Succinct & sharp delivery with
frame-by-frame match
• Altruism by association – people want to
look good by sharing positive stories
• Social currency – current affairs links -
hope in Detroit, sustainability…

8. Page 8
Backstory
• Team Detroit (Ford’s ad agency)
initiated video
• Video first posted on ad agency’s site
• Both GM and Ford work with Detroit Dirt