Can Brands Make Viral Campaigns?
When Scott Bishop asked the question Can brands make Viral Videos, everyone from the Pope to the Dali Lama spread the gospel that it was impossible. There were very few who believed that a brand could actually create a viral video or campaign. I however, was against the norm – I believed and still do believe, that a viral video can be manufactured.
Here are some comments from the naysayers,
You can create great content, but you can’t make people watch and share. You don’t choose viral, viral chooses you.
Impossible, absolutely not. It’s just not in the control of the creator. The audience decides what goes viral, not the maker
What these comments don’t realize is that the question wasn’t – “Can the brand control the audience.” The Question was can the brand create a viral campaign. Were not arguing whose in control of sending videos from one person to the next. That’s just common sense – its the individual. Were arguing whether or not a brand can go out, write a story board and make a viral video.
The answer is yes.
I gave several examples of brand manufactured, viral campaigns but the choir refused to see the light. Making me wait until a shining moment of truth. That moment where another brand rises from the sand and screams -
Hello B**ches – We manufactured that video all by ourselves!!
And it happened. (Video Below is NSFW)
The video above is of former UFC Champion, Chuck Liddell and his Girlfriend Heidi Northcutt working out naked.. In the matter of a couple days this video flew across the internet like wild-fire. Landing itself on Jimmy Kimmel and on some of the webs most popular blogs and news-sites. While some cried out that this video should not be shared because its invasive of their privacy others came to a smarter conclusion. The video was a Hoax!
That’s Right – A Manufactured Viral Campaign Worked (AGAIN!)
Do you really think any average joe has the balls to record Chuck Liddell naked and post in on Youtube? Of course not. The Ad was created by Reebok to create more buzz around their new line of sneakers. And it worked.
Elements of a Viral Campaign
When I originally responded to Scott’s post I left him with 5 elements that could lead to a successful manufactured viral video/campaign. Here is the comment that I still stand by – Note that the elements in red are directly linked to what made the Liddell Campaign successful
When making a viral video several different elements, contribute to determining whether or not it will be successful…One of these elements are good old lady luck. However, I do believe a successful viral video can be manufactured using certain techniques that ultimately make it worth sharing. (I’ll provide examples as we go on.) I recall an episode on Donald Trump’s Apprentice – where the contestants were tasked with creating a viral video themselves. This turned out to be a disaster and it could support the idea suggesting viral videos cannot be manufactured. BUT, I disagree…
Here are five things I think are essential to manufacture a successful viral video.
1st – Creativity
It’s clear that with every great idea comes some ounce of creativity and a manufactured viral video doesn’t escape this statement. If an organization isn’t creative or even original when creating the content they will fail drastically at creating viral content. However, when they are creative the success tends to sky-rocket — (ie. Mark Ecko – http://www.youtube.com/watch?v=0oAi_WbzZ-I )
2nd – A clever concept/situation
If there isn’t some type of shocking ending or an idea that keeps you watching then you’ll exit the video and never think twice about it. However, if there is something about it that is special you’ll remember it for quite some time and definitely want to share it with people. — (ie. Dove – Evolution of Beauty – http://www.youtube.com
/watch?v=hibyAJOSW8U )
3rd – Leveraging something classic – Why reinvent the wheel if its not broken? Some of the most successful viral videos have come from parodies, mashups and videos featuring YouTube celebrities. If you chuck in something that worked before – it just might work again (See #5) – (ie. Numa-Numa – Gecko – http://www.youtube.com/watch?v=HItwu7PNdNo)
4th – Not overly produced
One key factor that made the viral videos created on the apprentice such a failure was the fact that they both looked like commercials. Several agencies can’t get out of commercial mode and therefore develop “viral videos” that are actually just offensive or sexually explicit commercials. A good viral video has the backyard feel and doesn’t seem like a pathetic corporate pitch – (ie. Nintendo Wii Fit – http://www.youtube.com/watch?v=v31qxrXsxv0)
5th – Good ol’ fashion luck
Now not all brands who have been successful have put together videos with every single one of these qualities. Some manufactured viral videos go viral because of good old fashion luck. I hesitate when using the world luck due to the fact that often times I believe there needs to be someone who has an eye for opportunities. An opportunity was created by customers and Myth Busters for the Mentos/Cola sensation and Mentos ran with it to the piggy bank.
So back to your question: Can viral videos be manufactured? – Yes.
The Secret Sauce for Viral Videos
Relevance and Reach
Relevance represents having value. Having enough value and appeal that a group of sneezers are willing to share it with friends and more sneezers The video of Chuck Liddell is relevant to UFC fans, Gossipers and anyone who knows who the iceman is. While James from Montreal might not share this video with his mom – He’ll have no problem sharing it with his buddies from the gym. The reason simple – its worth sharing. Its relevant.
Reach means targeting a group that has enough shelf life to keep your story going for a certain length of time. That means targeting a group of university students like Nintendo did with Wii Fit – Or targeting a bunch of UFC heads like the Ad above. Because these groups are large, the video can be shared throughout the group and with some of the outliers.
So pastors and reverends of the Anti-Viral movement. PLEASE. Bring out your choir and lets hear what you have to say…
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