Advertising campaigns are increasingly broadening their reach into the online realm. More often than not, we're going to see our favourite adverts online before we get the chance to see them on TV. In fact, there are many that everybody's heard of, the Christmas Coca-cola or John Lewis advert are, I guess, a visual indicator that it's time to buy a turkey. It's these two particular adverts that have the capability completely change the way that the audience is feeling, Even the most miserable of people can't help but feel a little festive. "It's definitely Christmas time, the coca-cola advert is on!" is a phrase I've heard as though Christmas isn't a fixed yearly agenda that will happen regardless if we see Santa drinking a coke on the telly.
A more recent one I admired was Three's Twitter craze #DancePonyDance, which corresponded with their advertisement in which a pony dances to Fleetwood Mac, If you haven't seen the video then take a look!
The most intelligent and engaging part of the advert was its online interactive features, not only did you get to watch a pony dance, but you were able to give the video a romance or a cowboy theme, along with many others,in the "pony mixer". The online world of social media went berserk.
But these are all videos from major conglomerates, who hasn't heard of John Lewis? These people can't sneeze without the world knowing. What I find exceptional is when a lesser known company or individual creates something that is just as, if not more, huge on the internet. There are many examples to choose from, one of my all time favourites is 'dramatic chipmunk'.
How does an amateur video such as this escalate so quickly in the internet ranks? What's the exact formula to produce a viral video? Of course there has to be certain amount of quality in the video, but the bigger question is how it generates views in the first place. One can understand how Three manage to produce a viral video so easily, but their market it already there, they've had years to built themselves a colossal internet database of viewers, all they have to do is upload something. But for someone to come out of nowhere, with no world renowned brand or sometimes even video experience, and send the internet berserk is quite the achievement.
So, how much of this success is thanks to the actual video, and how much is just dumb luck? Whilst in the process of trying to decide how I could formulate my own viral video and, through this, global success, I stumbled across the short video blog from Lambda Films, who are an online marketing company based in Norwich.
Okay, so it doesn't give me an exact method into producing my viral video but it gave me a better idea of how I could go about instigating it. It seems it is true that viral videos are essentially down to good or entertaining content. Producing that content, is perhaps the most difficult aspect. You might be lucky, you might just happen to film one of the most hilarious scenes to grace the web completely by chance, but it's not everyday you see a sneezing panda.
A more recent one I admired was Three's Twitter craze #DancePonyDance, which corresponded with their advertisement in which a pony dances to Fleetwood Mac, If you haven't seen the video then take a look!
The most intelligent and engaging part of the advert was its online interactive features, not only did you get to watch a pony dance, but you were able to give the video a romance or a cowboy theme, along with many others,in the "pony mixer". The online world of social media went berserk.
But these are all videos from major conglomerates, who hasn't heard of John Lewis? These people can't sneeze without the world knowing. What I find exceptional is when a lesser known company or individual creates something that is just as, if not more, huge on the internet. There are many examples to choose from, one of my all time favourites is 'dramatic chipmunk'.
How does an amateur video such as this escalate so quickly in the internet ranks? What's the exact formula to produce a viral video? Of course there has to be certain amount of quality in the video, but the bigger question is how it generates views in the first place. One can understand how Three manage to produce a viral video so easily, but their market it already there, they've had years to built themselves a colossal internet database of viewers, all they have to do is upload something. But for someone to come out of nowhere, with no world renowned brand or sometimes even video experience, and send the internet berserk is quite the achievement.
So, how much of this success is thanks to the actual video, and how much is just dumb luck? Whilst in the process of trying to decide how I could formulate my own viral video and, through this, global success, I stumbled across the short video blog from Lambda Films, who are an online marketing company based in Norwich.
Okay, so it doesn't give me an exact method into producing my viral video but it gave me a better idea of how I could go about instigating it. It seems it is true that viral videos are essentially down to good or entertaining content. Producing that content, is perhaps the most difficult aspect. You might be lucky, you might just happen to film one of the most hilarious scenes to grace the web completely by chance, but it's not everyday you see a sneezing panda.
About the Author:
Stop by Jenny Fisher's site and watch What is a Viral Video and enjoy the blog where you can find out all about video marketing and what it can do for you.
No comments:
Post a Comment