Apple got a lot of attention lately about its newest version of the iPhone and the Apple Watch. Not only did millions of people view the announcements by CEO Tim Cook and friends, Apple’s “Don’t Blink” video garnered tens of millions of views. The brief, 107-second video is probably one of the most widely viewed video within the shortest amount of time. Also taking center stage (center court) during the U.S. Open tennis tournament was Lavazza’s new ad featuring tennis great Andre Agassi. It has been a big September!
There are three key factors for viral video success:
- Reaching the tastemakers.
- Building a community of participation.
- Creating unexpectedness in the video.
Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs. It might be YouTube, and more often now, it’s on Facebook and other social media. Check out this week’s top videos and discuss what makes them “go viral.”
Group Activities and Discussion Questions:
- Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/apple-new-products-viral-video-chart/305824/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1474561306?utm_visit=226837
- How effective is each video at getting the company’s brand and message across to viewers?
- In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?
Source: Advertising Age, Visible Measures