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© 2014 PETER MAYER
PETECreative ideas
worth spreading
THE ABSURD ROUTE TO INSTAFAME
2© 2014 PETER MAYER
© 2014 Peter Mayer
Instafame – noun
1. THE SUDDEN NOTORIETY
FROM ACTIVITY ON SOCIAL
NETWORKS INCLUDING
INSTAGRAM, TWITTER,
YOUTUBE OR VINE.
3© 2014 PETER MAYER
© 2014 Peter Mayer
2. WHEN 15 MINUTES OF
FAME ONLY LASTS 6
SECONDS.
Instafame - noun
4© 2014 PETER MAYER
THE ABSURD ROUTE TOINSTAFAME
> Traditional vs. Absurd
> Absurdity in action
> The Absurd model
> Case studies: Absurd With
Intent
> Absurd Instafame goes main
stream
5© 2014 PETER MAYER
TILA TEQUILA
TRADITIONAL VS. ABSURD
6© 2014 PETER MAYER
ROB FORD
TRADITIONAL VS. ABSURD
7© 2014 PETER MAYER
TRADITIONAL VS. ABSURD
TRADITIONAL VS. ABSURD
8© 2014 PETER MAYER
BOTH?
TRADITIONAL VS. ABSURD
9© 2014 PETER MAYER
>The Dark Side
>Dark humor
>Positive reaction not intended
>Self-awareness mystery
>Spectrum of follower interest
>Unorthodox fascination
>More niche groups
>Questionable transparency
>As an approach it’s intentional
WHAT’S ABSURD? WHY ABSURD?
THE ABSURD MODEL
>Unsaturated method
>Core of Viral content
>Niche opportunities
>Fresh satire
>Niche = Younger audience
>Less effort to place
>Train crash phenomenon
>Versatile
• Character, thematic format, topic
commentary, sound bites, memes,
10© 2014 PETER MAYER
VIRAL THEORY
THE ABSURD MODEL
Mode of
Persuasion
Aristotle, 350 B.C.
Emotional
appeal
Logical
appeal
Ethical
appeal
Meme Synergy
Schwartzman, 2004
Strong
Emotional
Appeal
Reuse
potential
Quality/consi
stency
Familiarity
New
Virality
Berger/Milkman, 2013
Strong	Emotional	
Stimulus
Unexpected	
Satire/commentary	
Potential
Quality	of	Story
Memory-inducing	
Trigger
11© 2014 PETER MAYER
ABSURD MODEL
ABSURD MODEL
Virality
Berger/Milkman, 2013
STRONG	
EMOTIONAL	
STIMULUS
UNEXPECTED	
SOCIAL	SATIRE
QUALITY	STORY
MEMORY	TRIGGER
Unbelievable Pointless
Replicableformat
(module)
Understandable Controversial
Ragsto riches
backstory
Impressive effort Well developed Niche style
Popular topic Familiar format Fears/phobias
Rare
Human
experiences
Vulnerable
Irrational
Absurd
Inspiring Confusing Uncomfortable Embarassing
Traditional
12© 2014 PETER MAYER
>Choose Medium
• Photo, video, blog, etc..
>Designate Format
• Theme, character, topic
>Define audience
• Who will be offended, who won’t understand it, or will misinterpret it?
>Trending opportunities
• Consider repurposing current viral formats
>Identify traps
THE ABSURD PROCESS
THE ABSURD MODEL
13© 2014 PETER MAYER
CASE STUDY
@LEGENDOFANWAR
14© 2014 PETER MAYER
@LEGENDOFANWAR
CASE STUDY
15© 2014 PETER MAYER
HOT-DOG-LEGS.TUMBLR.COM/
CASTSTUDY
16© 2014 PETER MAYER
@MRPIMPGOODGAME
17© 2014 PETER MAYER
@COOKINGFORBAE
CASE STUDY
18© 2014 PETER MAYER
@COOKINGFORBAE
CASE STUDY
19© 2014 PETER MAYER
DEEPSEAFAUNA.TUMBLR.COM/
CASE STUDY
20© 2014 PETER MAYER
DEEPSEAFAUNA.TUMBLR.COM/
CASE STUDY
21© 2014 PETER MAYER
HONEY BOO BOO
THE ABSURD ROUTE TOTHE MAINSTREAM
22© 2014 PETER MAYER
PEACHES FOR PANTIES
THE ABSURD ROUTE TOTHE MAINSTREAM
23© 2014 PETER MAYER
HONEY BOO BOO
THE ABSURD ROUTE TOTHE MAINSTREAM
24© 2014 PETER MAYER
SWEET BROWN
THE ABSURD ROUTE TOTHE MAINSTREAM
25© 2014 PETER MAYER
© 2014 Peter Mayer
THANK YOU

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The Absurd Route to Instafame

  • 1. © 2014 PETER MAYER PETECreative ideas worth spreading THE ABSURD ROUTE TO INSTAFAME
  • 2. 2© 2014 PETER MAYER © 2014 Peter Mayer Instafame – noun 1. THE SUDDEN NOTORIETY FROM ACTIVITY ON SOCIAL NETWORKS INCLUDING INSTAGRAM, TWITTER, YOUTUBE OR VINE.
  • 3. 3© 2014 PETER MAYER © 2014 Peter Mayer 2. WHEN 15 MINUTES OF FAME ONLY LASTS 6 SECONDS. Instafame - noun
  • 4. 4© 2014 PETER MAYER THE ABSURD ROUTE TOINSTAFAME > Traditional vs. Absurd > Absurdity in action > The Absurd model > Case studies: Absurd With Intent > Absurd Instafame goes main stream
  • 5. 5© 2014 PETER MAYER TILA TEQUILA TRADITIONAL VS. ABSURD
  • 6. 6© 2014 PETER MAYER ROB FORD TRADITIONAL VS. ABSURD
  • 7. 7© 2014 PETER MAYER TRADITIONAL VS. ABSURD TRADITIONAL VS. ABSURD
  • 8. 8© 2014 PETER MAYER BOTH? TRADITIONAL VS. ABSURD
  • 9. 9© 2014 PETER MAYER >The Dark Side >Dark humor >Positive reaction not intended >Self-awareness mystery >Spectrum of follower interest >Unorthodox fascination >More niche groups >Questionable transparency >As an approach it’s intentional WHAT’S ABSURD? WHY ABSURD? THE ABSURD MODEL >Unsaturated method >Core of Viral content >Niche opportunities >Fresh satire >Niche = Younger audience >Less effort to place >Train crash phenomenon >Versatile • Character, thematic format, topic commentary, sound bites, memes,
  • 10. 10© 2014 PETER MAYER VIRAL THEORY THE ABSURD MODEL Mode of Persuasion Aristotle, 350 B.C. Emotional appeal Logical appeal Ethical appeal Meme Synergy Schwartzman, 2004 Strong Emotional Appeal Reuse potential Quality/consi stency Familiarity New Virality Berger/Milkman, 2013 Strong Emotional Stimulus Unexpected Satire/commentary Potential Quality of Story Memory-inducing Trigger
  • 11. 11© 2014 PETER MAYER ABSURD MODEL ABSURD MODEL Virality Berger/Milkman, 2013 STRONG EMOTIONAL STIMULUS UNEXPECTED SOCIAL SATIRE QUALITY STORY MEMORY TRIGGER Unbelievable Pointless Replicableformat (module) Understandable Controversial Ragsto riches backstory Impressive effort Well developed Niche style Popular topic Familiar format Fears/phobias Rare Human experiences Vulnerable Irrational Absurd Inspiring Confusing Uncomfortable Embarassing Traditional
  • 12. 12© 2014 PETER MAYER >Choose Medium • Photo, video, blog, etc.. >Designate Format • Theme, character, topic >Define audience • Who will be offended, who won’t understand it, or will misinterpret it? >Trending opportunities • Consider repurposing current viral formats >Identify traps THE ABSURD PROCESS THE ABSURD MODEL
  • 13. 13© 2014 PETER MAYER CASE STUDY @LEGENDOFANWAR
  • 14. 14© 2014 PETER MAYER @LEGENDOFANWAR CASE STUDY
  • 15. 15© 2014 PETER MAYER HOT-DOG-LEGS.TUMBLR.COM/ CASTSTUDY
  • 16. 16© 2014 PETER MAYER @MRPIMPGOODGAME
  • 17. 17© 2014 PETER MAYER @COOKINGFORBAE CASE STUDY
  • 18. 18© 2014 PETER MAYER @COOKINGFORBAE CASE STUDY
  • 19. 19© 2014 PETER MAYER DEEPSEAFAUNA.TUMBLR.COM/ CASE STUDY
  • 20. 20© 2014 PETER MAYER DEEPSEAFAUNA.TUMBLR.COM/ CASE STUDY
  • 21. 21© 2014 PETER MAYER HONEY BOO BOO THE ABSURD ROUTE TOTHE MAINSTREAM
  • 22. 22© 2014 PETER MAYER PEACHES FOR PANTIES THE ABSURD ROUTE TOTHE MAINSTREAM
  • 23. 23© 2014 PETER MAYER HONEY BOO BOO THE ABSURD ROUTE TOTHE MAINSTREAM
  • 24. 24© 2014 PETER MAYER SWEET BROWN THE ABSURD ROUTE TOTHE MAINSTREAM
  • 25. 25© 2014 PETER MAYER © 2014 Peter Mayer THANK YOU