January 15, 2013 True or False – Fact or Fiction – The Viral Marketing Mechanism Marketing Share this post: Many brand marketers would love to create a viral video or viral marketing program, right? There is potentially an easy recipe if you analyze some of the past successes. But, beware, it might cost you! The viral marketing controversy There is rarely a better way to boost internet traffic than to spark controversy. Unfortunately, controversy is - by definition - a double-edged sword. In the realm of viral marketing for a respectable brand, there is a less dangerous way of creating controversy by proposing something so unbelievable you can’t decide whether it’s magic or black magic, true or false, aka fact or fiction. What you want to create is a tension whereby, when viewing the video, you half want to believe that it can’t be true and half can’t figure out how it can be a fake. Below are a couple of examples — Pepsi and Gillette (P&G) — that have had reasonable success. What do you see in common with these two videos? David Beckham – the Pepsi Beach Ball Trick Becks has gathered a total of over 2.1 million views so far (since April 2011) after having gathered some 1.3 million in the first week of posting. You have to have love the background laughter. For the record, Beckham is sipping a Diet Pepsi. And, for both these examples, the total number of views is an aggregate of the multiple postings of the same video. Roger Federer – the Gillette Cut-throat Moment Feds’ video has racked up well over 10 million views in two years (first posted in October 2010). Viral marketing technique? So, are they special FX or true? Not knowing whether the teams who created the videos are at all related, I found the similarities between these two videos rather striking. What did you find? Here is what I observed: Both videos appear to be filmed in what looks like one take Both are done “while on a shoot” and appear to have been done rather casually Both videos feature good looking men at the top of their game (which features a ball) Both videos are over one minute long, and under two minutes The footage is “rough” — with ambiant sound effects in particular Equipment is decidedly unremarkable: Beckham shoots in his barefeet while Federer serves in a suit. The reaction by those on hand validates the spectacle Branding is not conspicuous (although that Coke Several other videos have been made with similarly remarkable tricks by world famous stars (e.g. Ronaldinho, Wayne Rooney, etc.). I think a part of the talent is also about finding a trick that is just about believable. Something that needs to be given particular attention — in an effort to upgrade believability — is the way the star handles the supposed accomplishment… Another phenomenon that is interesting is the way and speed with which the virality spreads. For example, Federer’s video had 2 million views in the first week so it is living on well… I noticed that the Beckham video has been circulating again recently on Facebook. There is definitely a long tail to these types of videos and you never know who might keep the fire burning (i.e. this new blog post!). A final footnote for the taking: The Beckham video was actually first posted by GlamsBeckham, but the one that has had the most hits was posted second (the one above). To attempt to mask or not the author? If you have any other thoughts or examples, please don’t hesitate to drop them in! NEWSletter Subscribe to Minter’s Bi-Weekly NEWSletter and receive a free copy of the exclusive and updated 8 Golden Rules of an eReputation Your Gift For Signing Up 8 Golden Rules of an eReputation SUBSCRIBE! You have Successfully Subscribed! curiosity, David Beckham, marketing, Roger Federer, Tennis, true or false, viral marketing, viral video, virality Minter Dial Minter Dial is an international professional speaker, author & consultant on Leadership, Branding and Digital Strategy. After a successful international career at L’Oréal, Minter Dial returned to his entrepreneurial roots and has spent the last ten years helping senior management teams and Boards to adapt to the new exigencies of the digitally enhanced marketplace. He has worked with world-class organisations to help activate their brand strategies, and figure out how best to integrate new technologies, digital tools, devices and platforms. Above all, Minter works to catalyse a change in mindset and dial up transformation. Minter received his BA in Trilingual Literature from Yale University (1987) and gained his MBA at INSEAD, Fontainebleau (1993). His books include Heartificial Empathy, Putting Heart into Business and Artificial Intelligence, bowed in December 2018 and won the Book Excellence Award 2019 as well as being shortlisted for the Business Book Awards 2019. It's available in Audiobook, Kindle and Paperback. He is also co-author of Futureproof (Pearson, Sep 2017) and sole author of The Last Ring Home (Myndset Press, Nov 2016), a book and documentary film, both of which have won awards and critical acclaim. Minter's newest book on leadership, You Lead, How being yourself makes you a better leader, published by Kogan Page, was released January 2021. It's easy to inquire about booking Minter Dial here. View all posts by Minter Dial Previous post Next post
True or False? Fact or Fiction? The Viral Marketing Mechanism : eMarketing Wall January 17, 2013 at 11:53 am […] post True or False – Fact or Fiction – The Viral Marketing Mechanism appeared first on Branding and digital marketing strategy | The Myndset by Minter […]
True or False? Fact or Fiction? The Viral Marketing Mechanism : eMarketing Wall January 17, 2013 at 11:53 am […] post True or False – Fact or Fiction – The Viral Marketing Mechanism appeared first on Branding and digital marketing strategy | The Myndset by Minter […]
@JoakimNilsson January 17, 2013 at 10:22 pm There's Bodyform's response to "Richard": http://www.youtube.com/watch?v=Bpy75q2DDow (Though I'm convinced Richard's comment was fictional and a part of the whole "campaign")
@JoakimNilsson January 17, 2013 at 10:22 pm There's Bodyform's response to "Richard": http://www.youtube.com/watch?v=Bpy75q2DDow (Though I'm convinced Richard's comment was fictional and a part of the whole "campaign")
True or False - Fact or Fiction - The Viral Marketing Mechanism - Branding strategy | Social media marketing | Scoop.it January 20, 2013 at 1:38 pm […] Many brand marketers would love to create a viral video or viral marketing program. Is there an easy recipe? But, beware, it might cost you. […]
True or False - Fact or Fiction - The Viral Marketing Mechanism - Branding strategy | Social media marketing | Scoop.it January 20, 2013 at 1:38 pm […] Many brand marketers would love to create a viral video or viral marketing program. Is there an easy recipe? But, beware, it might cost you. […]
smith April 14, 2013 at 5:30 pm In the fast growing world of the internet and social media, anyone who is even looking at running a business not only needs to be online social media marketing plan
smith April 14, 2013 at 5:30 pm In the fast growing world of the internet and social media, anyone who is even looking at running a business not only needs to be online social media marketing plan
luciferwilliams April 18, 2013 at 11:53 pm What you want to create is a tension whereby, when viewing the video, you half want to believe that it can’t be true and half can’t figure out how it can be a fake. Credit Profile
luciferwilliams April 18, 2013 at 11:53 pm What you want to create is a tension whereby, when viewing the video, you half want to believe that it can’t be true and half can’t figure out how it can be a fake. Credit Profile
blogc2011 April 19, 2013 at 9:32 pm Something that needs to be given particular attention — in an effort to upgrade believability — is the way the star handles the supposed accomplishment…help with assignment
blogc2011 April 19, 2013 at 9:32 pm Something that needs to be given particular attention — in an effort to upgrade believability — is the way the star handles the supposed accomplishment…help with assignment
John penet April 20, 2013 at 6:35 pm Videos really rock. They are the pinnacle for attention seeking. this is John doe3
John penet April 20, 2013 at 6:35 pm Videos really rock. They are the pinnacle for attention seeking. this is John doe3
justin April 22, 2013 at 10:12 am What you want to create is a tension whereby, when viewing the video, you half want to believe that it can’t be true and half can’t figure out how it can be a fake.kids birthday parties on long island
justin April 22, 2013 at 10:12 am What you want to create is a tension whereby, when viewing the video, you half want to believe that it can’t be true and half can’t figure out how it can be a fake.kids birthday parties on long island
smith73 April 29, 2013 at 11:32 am interesting this topic is… really? this is an ingenious marketing strategy! hope to be successful in making viral marketing video by doing the steps… hmmm. truly interesting this is.
smith73 April 29, 2013 at 11:32 am interesting this topic is… really? this is an ingenious marketing strategy! hope to be successful in making viral marketing video by doing the steps… hmmm. truly interesting this is.
white hat SEO May 12, 2013 at 7:05 am Videos really rock. They are the pinnacle for attention seeking.
white hat SEO May 12, 2013 at 7:05 am Videos really rock. They are the pinnacle for attention seeking.
True or False - Fact or Fiction - The Viral Mar... October 4, 2013 at 8:31 pm […] Many brand marketers would love to create a viral video or viral marketing program. Is there an easy recipe? But, beware, it might cost you. […]
True or False - Fact or Fiction - The Viral Mar... October 4, 2013 at 8:31 pm […] Many brand marketers would love to create a viral video or viral marketing program. Is there an easy recipe? But, beware, it might cost you. […]
Click Bait, Fake News or Honest Mistake? How to Make Music to my Ears! | | Minter Dial July 25, 2019 at 11:07 am […] times, the ratings and comments suggest many people are being fooled and don’t do any proper fact checking. A commonality to all four videos below is that they were written before any Gen Zer was […]