Home > Idea Spread, social media > Video+Story+Connection+Humor+Interesting = Viral Spread

Video+Story+Connection+Humor+Interesting = Viral Spread

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This article from Fast Company highlights the viral spread of Dorito’s ads as part of a Super Bowl contest.   They are provocative and violent and the company doesn’t have to take responsibility, yet they benefit from the marketing.  One theme of  viral spread may happen when inhibitions are eliminated.  When something seems tasteless, immoral, or even wrong but you aren’t held accountable, are you (the general “you”) more likely to share it?

In this Dorito’s example, you can’t help but ask the question how YouTube and other technologies contribute to the general lowering of inhibition (comfort with exposure) and with the capacity to spread quickly.

There are some more provocative examples embedded in the article.  Here’s one that won a contest and ended up being shown during the  Super Bowl:

This article starts out by highlighting some pretty negative examples (of which, I’m sure, there are too many on YouTube) to count.  It also highlights a really great video that went viral related to a contest by Dorito’s in Canada:

It’s not just the “good” aspect that made it go viral.  There’s some other appeal here. This particular video is produced in the style of those produced by Lee and Sachi LeFever of Common Craft (check-out their cool videos explaining all sorts of social media such as Twitter).  It’s cool, quirky, different, a little funny, and VERY easy to follow.  This “Crazy Cheezy Dream” video is humanistic, yet fun and interesting to watch.  It tells a great story, but just enough detail that we can insert ourselves into that story (too much detail makes it hard to do that) – this is when we CONNECT with it!  Steve Denning talks about this phenomenon in his research and books about storytelling.  It seems so simple, yet makes all the difference in the world!  I would make the argument that this connection element exists in the more provocative examples from a fantasy perspective – something we wish could happen.

Today’s Lesson:  When videos tell a story that we can connect with, but are funny and interesting, too, spread happens.

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  1. June 14, 2010 at 3:46 pm

    Just read this great post about use of simple video storytelling techniques non-profits can use to get their word out: Mash up a visual story for your nonprofit by Kim Bale at Socialbrite (http://ow.ly/1Yrg8)

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