Push the big red button

Previous articles in this blog have highlighted the qualities that are needed in order for a video to viral (see article: “What makes a video go viral?”) What is it that makes videos go viral and reach millions of viewers on the Web? There are three key factors required to achieve success:

  1. Reaching the tastemakers
  2. Building a community of participation
  3. Creating unexpectedness in the video

It is a simple formula in principle, but it is extremely complex to produce in reality. Yet, marketers and advertisers try time and again – usually in vain – to hit the right formula. However, a recent video segment produced by agency Duvall Guillame Modern managed to achieve all the right elements in its video to launch TNT network in Belgium.

It started by placing a big red push button with the label “Push to add drama” in a town square in an average Flemish town. And then waited to see what happened next. The results were amazing. As of the beginning of May 2012, there have been nearly 32 million views!

See what happens when YOU push the big red button…

 

Group Activities and Discussion Questions:

  1. Show the Ted Talks video featuring Kevin Allocca from YouTube discussing the concepts of viral videos: http://www.ted.com/talks/kevin_allocca_why_videos_go_viral.html.
  2. Next, show the TNT Belgium video: http://youtu.be/316AzLYfAzw
  3. What are the elements of this video that created a viral sensation? How does this fit with the principles discussed in the Kevin Allocca presentation?
  4. What is the key message of the Belgium video?
  5. How could other TV channels or shows create something similar?
  6. Have students discuss how this might be done for shows such as CSI, American Idol, Simpsons, sports teams, and other shows.
  7. Ask students what videos they have seen and forwarded on to others. What was it about those videos that sparked their interest and desire to share?
  8. BONUS: Want to know the most viewed videos on YouTube? Go to this link and select from several options: http://www.youtube.com/charts

Source: Source: Ad Age Daily, Creativity Online, 4/12/12

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