1. BECOME A VIRAL MARKETING NINJA
©2013 Critical Mass, Inc. All Rights Reserved | 1
HOW? BY DISCOVERING THE ‘VIRAL SECRETS’ OF 5 HOLLYWOOD FILMS

2. ©2013 Critical Mass, Inc. All Rights Reserved | 2
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
CLASH OF CONTEXT
CLASH OF CONTEXT
COMIC OPPOSITES
COMIC OPPOSITES
COMIC OPPOSITES
SUMMARY
THE 5 FILMS AND THEIR FRAMEWORKS
THEFILM THE
FRAMEWORK
FRAMEWORK
SUBCATEGORY
UNBELIEVABLE CHARACTERS IN A REAL WORLD
REAL CHARACTERS IN UNBELIEVABLE WORLD
OLD HERO V CHANGED HERO
HERO V RIVAL
BRAND V CUSTOMER
CASESTUDY
SPLASH
BACK TO THE FUTURE
MRS. DOUBTFIRE
MIDNIGHT EXPRESS
LIAR LIAR
UNICEF
TNT TV CHANNEL
EPIC BUS
O2 BE MORE DOG
RED CROSS

3. Note it’s not the 5 films that are important.
It’s the structure behind them, that is.
©2013 Critical Mass, Inc. All Rights Reserved | 3

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CLASH OF CONTEXT

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THEFORCEDUNIONOF
INCOMPATIBLES
Clash of Context takes something from its usual place and sticks it where it
doesn’t belong. A gangster’s moll in a convent, for example. Or a mermaid in
Manhattan.
Hollywood loves it because it generates such great conflict and attention-
grabbing scenarios. That’s why it returns again and again to a storytelling
framework that is ‘high concept’ gold.
CLASH OF CONTEXT

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CLASHOFCONTEXTFRAMEWORKS
1. Unbelievable characters in a real world
2. Believable characters in an unbelievable world
COMIC OPPOSITES

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SPLASH
A mermaid in Manhattan.
STORY
A man falls in love with the woman who saved his life and
WANTS to be with her BUT he does not know she is a
mermaid.
01/ UNBELIEVABLE CHARACTERS
IN A REAL WORLD
CLASH OF CONTEXT

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YOUR BRAND / PRODUCT
Your brand WANTS to get noticed BUT it’s hard to get your
customers attention.
WHAT IS THIS TECHNIQUE GOOD FOR?
Cut through. Grabbing attention.
01/ UNBELIEVABLE BRAND
CHARACTERS IN A REAL WORLD
CLASH OF CONTEXT

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
HOW IT WORKS
BRAND/
PRODUCT
PRODUCT
DESCRIPTION

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
UNICEF – DIRTY WATER BROWN
UNHEALTHY
DISGUSTING
POVERTY LINE
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
HOW IT WORKS
BRAND/
PRODUCT
PRODUCT
DESCRIPTION

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
UNICEF – DIRTY WATER BROWN
UNHEALTHY
DISGUSTING
POVERTY LINE
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
HOW IT WORKS
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
OPPOSITE
DESCRIPTION
?

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
UNICEF – DIRTY WATER BROWN
UNHEALTHY
DISGUSTING
POVERTY LINE
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
HOW IT WORKS
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
OPPOSITE
DESCRIPTION
CLEAR
HEALTHY
REFRESHING
PREMIUM

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
UNICEF – DIRTY WATER BROWN
UNHEALTHY
DISGUSTING
POVERTY LINE
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
HOW IT WORKS
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
OPPOSITE
DESCRIPTION
CLEAR
HEALTHY
REFRESHING
PREMIUM
WHEREWOULDYOUSEE
THEOPPOSITEUSED?
?

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
UNICEF – DIRTY WATER BROWN
UNHEALTHY
DISGUSTING
POVERTY LINE
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
HOW IT WORKS
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
OPPOSITE
DESCRIPTION
CLEAR
HEALTHY
REFRESHING
PREMIUM
WHEREWOULDYOUSEE
THEOPPOSITEUSED?
IN A RESTAURANT
IN A DRINKS DISPENSER

15. CAMPAIGN EXAMPLE: UNICEF
01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD

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BACK TO THE FUTURE
A 1980’s teenager finds himself in the 1950’s.
STORY
A teenager WANTS to return to the present BUT to do so he
must make sure his high-school-age parents unite in order
to save his own existence.
02/ REAL CHARACTERS IN AN
UNBELIEVABLE WORLD
CLASH OF CONTEXT

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YOUR BRAND / PRODUCT
Your brand wants to get noticed but it’s hard to get your
customers attention.
WHAT IS THIS TECHNIQUE GOOD FOR?
Stunt marketing. Creating a talking point by changing a
real world environment to one seen through the brand’s
exaggerated perspective.
02/ REAL CHARACTERS IN AN
UNBELIEVABLE BRAND WORLD
CLASH OF CONTEXT

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
COMMUTERS ON TUBE KNOR STOCK CUBE

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
COMMUTERS ON TUBE KNOR STOCK CUBE
BRAND
EXG.POV
?

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
COMMUTERS ON TUBE KNOR STOCK CUBE
BRAND
EXG.POV
EVERYTHING IS TASTY

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
COMMUTERS ON TUBE KNOR STOCK CUBE
BRAND
EXG.POV
EVERYTHING IS TASTY
BRANDWORLD
SCENARIO
?

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
COMMUTERS ON TUBE KNOR STOCK CUBE
BRAND
EXG.POV
EVERYTHING IS TASTY
BRANDWORLD
SCENARIO
COMMUTERS SALIVATING OVER EACH
OTHER’S BODY ODOUR
COMMUTER LICKING THE HAND RAIL IN
ECSTASY
COMMUTER NIBBLING ANOTHER
COMMUTER’S SLEEVE

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
BRAND
EXG.POV
BRANDWORLD
SCENARIO
?
COMMUTERS ON TUBE ITV BEST AT DRAMA

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS
REALWORLD
SCENARO
BRAND/
PRODUCT
BRAND
EXG.POV
BRANDWORLD
SCENARIO
COMMUTERS ON TUBE ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE
ARRIVE, HUGE EXPLOSIONS, GUNFIRE,
MORE EXPLOSIONS ETC...

25. CAMPAIGN EXAMPLE: TNT TV
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
h"ps://www.youtube.com/watch?
v=316AzLYfAzw

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COMIC OPPOSITES

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THEFORCEDUNIONOF
OPPOSITEPERSPECTIVES
Hollywood is in the entertainment business and making us laugh is BIG
business. This framework is Hollywood’s banker bet to make this happen.
It’s simple to grasp. Create a character and identify their exaggerated
perspective on life. Then seek the diametric opposite of that perspective and
assign that to a second character.
COMIC OPPOSITES

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COMICOPPOSITEFRAMEWORKS
1. Old Hero v Changed Hero
2. Hero v Rival
3. Brand v Customer

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MRS. DOUBTFIRE
A childish irresponsible father WANTS to be a part of his
family’s life BUT to do so must get his family to see him
through a new perspective.
1. OLD HERO V CHANGED HERO
COMIC OPPOSITES

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YOUR BRAND
Your brand WANTS to be loved by its customers BUT to do
so must get its customers to see the brand through a new
perspective.
WHAT IS THIS TECHNIQUE GOOD FOR?
It helps you reframe the conversation and enables your
audience to view your brand in a different light.
1. OLD BRAND V CHANGED BRAND
COMIC OPPOSITES

31. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 31
?

32. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 32
DIRTY
BORING
PACKED
UNFRIENDLY

33. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 33
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE
PERCEPTION
?

34. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 34
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE
PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY

35. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 35
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE
PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRANDWORLDBASEDON
OPPOSITEPERCEPTION
?

36. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 36
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE
PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRANDWORLDBASEDON
OPPOSITEPERCEPTION
PUBLIC TRANSPORT IS CLEAN
PUBLIC TRANSPORT IS EXCITING
PUBLIC TRANSPORT IS EMPTY
PUBLIC TRANSPORT IS FRIENDLY

37. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 37
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE
PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRANDWORLDBASEDON
OPPOSITEPERCEPTION
PUBLIC TRANSPORT IS CLEAN
PUBLIC TRANSPORT IS EXCITING
PUBLIC TRANSPORT IS EMPTY
PUBLIC TRANSPORT IS FRIENDLY
GROUP
SIMILAR
TERMS

38. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCEBRAND/PRODUCT
CURRENT
PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 38
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE
PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRANDWORLDBASEDON
OPPOSITEPERCEPTION
PUBLIC TRANSPORT IS CLEAN
PUBLIC TRANSPORT IS EXCITING
PUBLIC TRANSPORT IS EMPTY
PUBLIC TRANSPORT IS FRIENDLY
PUBLIC TRANSPORT IS COOL CONSOLIDATE

39. CAMPAIGN EXAMPLE: EPIC BUS
01/ OLD BRAND V CHANGED BRAND
h"ps://www.youtube.com/watch?
v=75F3CSZcCFs

40. ©2013 Critical Mass, Inc. All Rights Reserved | 40
MIDNIGHT RUN
A tough straightforward bounty hunter WANTS to collect the
bounty for a corrupt highly neurotic accountant BUT to do
so he must drive across America with him.
02/ HERO V RIVAL
COMIC OPPOSITES

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YOUR BRAND, YOUR CUSTOMERS, YOUR RIVALS
There are lots of option here to develop a comic opposite
framework, What you choose would be informed by your
objectives and goals. For this example, we will run with
customers.
WHAT IS THIS TECHNIQUE GOOD FOR?
It helps identify comic opposite opportunities that can be
used as brainstorming material for concept ideation.
02/ HERO V RIVAL
COMIC OPPOSITES

42. BRAND/
PRODUCT
PRODUCT
DESCRIPTION
02/ BRAND CUSTOMER V BRAND CUSTOMER
HOW IT WORKS
©2013 Critical Mass, Inc. All Rights Reserved | 42
BRAND/
PRODUCT
GREAT
CUSTOMERS
02 USE ALL THE FEATURES
LEARN NEW FEATURES
TELL OTHERS HOW TO...
CURIOUS
EXCITED
PASSIONATE
LOUSY
CUSTOMERS
THEIR
EXG.POV
THEIR
EXG.POV

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HOW IT WORKS
BRAND/
PRODUCT
GREAT
CUSTOMERS
LOUSY
CUSTOMERS
02 USE ALL THE FEATURES
LEARN NEW FEATURES
TELL OTHERS HOW TO...
CURIOUS
EXCITED
PASSIONATE
02/ BRAND CUSTOMER V BRAND CUSTOMER
THEIR
EXG.POV
THEIR
EXG.POV
USE WHAT THEY KNOW
DON’T LEARN NEW FEATURES
COULDN’T GIVE A CRAP HOW TO...
NOT CURIOUS
NOT EXCITED
NOT PASSIONATE

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HOW IT WORKS
BRAND/
PRODUCT
GREAT
CUSTOMERS
LOUSY
CUSTOMERS
02 USE ALL THE FEATURES
LEARN NEW FEATURES
TELL OTHERS HOW TO...
CURIOUS
EXCITED
PASSIONATE
02/ BRAND CUSTOMER V BRAND CUSTOMER
THEIR
EXG.POV
THEIR
EXG.POV
USE WHAT THEY KNOW
DON’T LEARN NEW FEATURES
COULDN’T GIVE A CRAP HOW TO...
NOT CURIOUS
NOT EXCITED
NOT PASSIONATE
SUPER-EXCITED SUPER NOT-INTERESTED

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Our great customers are like______
because they’re super-excited.
Our lousy customers are like______
because they’re super-not interested.
02/ EXAMPLE (CONT)
COMIC OPPOSITES / BRAND CUSTOMER V BRAND CUSTOMER

46. ©2013 Critical Mass, Inc. All Rights Reserved | 46
LIAR LIAR
A son wishes his lying lawyer father would tell the truth.
But when this wish magically comes true it means his
father is forced to do as the son wishes and he must tell
the truth in order to achieve his goals in an industry full of
liars.
03/ BRAND V CUSTOMER
COMIC OPPOSITES

47. ©2013 Critical Mass, Inc. All Rights Reserved | 47
YOUR BRAND
A brand wishes its customers would do as it asks. But
when this wish magically comes true it means its
customers are forced to do as the brand wishes in order to
achieve their own goals in life.
WHAT IS THIS TECHNIQUE GOOD FOR?
Helps find ways to get your customers to act in a way you
want them to.
03/ BRAND V CUSTOMER
COMIC OPPOSITES

48. ©2013 Critical Mass, Inc. All Rights Reserved | 48
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
03/ BRAND V CUSTOMER
HOW IT WORKS
AUDIENCE
AUDIENCE’S
GOALS BRAND
YOUNG MEN WATCH FOOTBALL RED CROSS
BRAND‘S
GOAL
GIVE BLOOD

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
03/ BRAND V CUSTOMER
HOW IT WORKS
AUDIENCE
AUDIENCE’S
GOALS BRAND
YOUNG MEN WATCH FOOTBALL RED CROSS
BRAND‘S
GOAL
GIVE BLOOD
CREATEBRAND’S
SPECIALPOWER
?

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BRAND/
PRODUCT
PRODUCT
DESCRIPTION
03/ BRAND V CUSTOMER
HOW IT WORKS
AUDIENCE
AUDIENCE’S
GOALS BRAND
YOUNG MEN WATCH FOOTBALL RED CROSS
BRAND‘S
GOAL
GIVE BLOOD
CREATEBRAND’S
SPECIALPOWER
MAKE MEN GIVE BLOOD SOMETHING THEY
MUST DO IN ORDER TO ENJOY THEIR
FOOTBALL TEAM MORE

51. ©2013 Critical Mass, Inc. All Rights Reserved | 51
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
03/ BRAND V CUSTOMER
HOW IT WORKS
AUDIENCE
AUDIENCE’S
GOALS BRAND
YOUNG MEN
BRAND‘S
GOAL
CREATEBRAND’S
SPECIALPOWER
WATCH FOOTBALL
PLAY COMPUTER
GAMES
RED CROSS
RED CROSS
MAKE MEN GIVE BLOOD SOMETHING THEY
MUST DO IN ORDER TO ENJOY THEIR
FOOTBALL TEAM MORE
GIVE BLOOD
GIVE BLOOD
?

52. ©2013 Critical Mass, Inc. All Rights Reserved | 52
BRAND/
PRODUCT
PRODUCT
DESCRIPTION
03/ BRAND V CUSTOMER
HOW IT WORKS
AUDIENCE
AUDIENCE’S
GOALS BRAND
YOUNG MEN
BRAND‘S
GOAL
CREATEBRAND’S
SPECIALPOWER
WATCH FOOTBALL
PLAY COMPUTER
GAMES
RED CROSS
RED CROSS
MAKE MEN GIVE BLOOD SOMETHING THEY
MUST DO IN ORDER TO ENJOY THEIR
FOOTBALL TEAM MORE
GIVE BLOOD
GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY
MUST DO IN ORDER TO ENJOY THEIR
COMPUTER GAMES MORE

53. ©2013 Critical Mass, Inc. All Rights Reserved | 53
The Red Cross promised to give gamers a special code
(magic power) if they donated blood. And this code could
be used to give their computer game characters extra
health.
CAMPAIGN EXAMPLE: RED CROSS /
GIVE BLOOD
03/ BRAND V CUSTOMER

54. ©2013 Critical Mass, Inc. All Rights Reserved | 54
QUESTIONS?

55. ©2013 Critical Mass, Inc. All Rights Reserved | 55
LIFE AS A WRITER
Created and co-wrote Valiant, an animated feature film released in 2005.
Commissioned to write further screenplays for Dreamworks, BBC Films, Working
Title, UK Film Council.
LIFE AS A CONTENT STRATEGIST
Director of Content Strategy, Critical Mass, London.
@georgew1971 ( I don’t tweet much but I do reply)
georgew@criticalmass.com
GEORGE WEBSTER
GET IN TOUCH

56. ©2013 Critical Mass, Inc. All Rights Reserved | 56
THANK YOU