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Viral Advertising 2015
- 1. This is gonna be dope.
- 2. VIRAL CONTENT Austin Munson, Nikki Nguyen, Jinny Nordquist 2015 (AND HOW BRANDS CAN CAPITALIZE)
- 3. WHAT IS IT Viral content is described as any piece of media that suddenly becomes an online sensation. The open forum nature of the Internet has allowed for this type of media to flourish.
- 6. THE EMOTIONS Content that evoked more ‘high-arousal’ emotions (like anger, frustration, happiness, or surprise) had the potential to be more viral, regardless of whether the emotions were negative or positive. //JOURNAL OF MARKETING RESEARCH
- 7. a Use strong emotional drivers to make people care and share.
- 8. // SOCIAL CURRENCY “Your ability to pass it on and riff on it shows that you understand. It’s the ultimate, subtle insider signal: I know without yelling that I know.”
- 9. RISK AND REWARD ASSESSMENT OF VIRAL ADVERTISING
- 10. ORGANIC MANUFACTURED An existing trend that was created naturally by audiences and social interaction. A brand’s attempt at creating their own viral phenomenon through self-created content. CHARACTERISTICS: High audience engagement Low control over generated content Potential for higher authenticity High risk CHARACTERISTICS: High control Lower audience engagement Less authenticity Lower risk
- 11. USER LED A viral advertisement or interaction in which the outcome is controlled by the participating audience members. CHARACTERISTICS: Evolving Unpredictable Potential for high engagement High risk BRAND HANDLED A viral advertisement or interaction designed with strict rules regarding audience interaction. CHARACTERISTICS: Structured Predictable Low audience engagement Low risk
- 16. “Women’s unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence”
- 20. vv “My team knows we can’t just try and sell people burgers, pancakes and eggs so we try to feed them in other ways. Give them a smile, a laugh or just a small memorable moment.” // Kevin Purcer
- 22. EXAMPLES
- 23. #HIJACKED
- 24. #susanalbumparty THE PURPOSE to promote Susan Boyle’s new album release THE OUTCOME Su’s Anal Bum Party THE LESSON proofread everything
- 25. #CLitFest THE PURPOSE to promote the Chester Literary Festival THE OUTCOME people get the wrong idea about the festival THE LESSON abbreviations aren’t always ideal
- 26. #AskThicke THE PURPOSE for VH1’s Q and A with Robin Thicke to promote his new album THE OUTCOME hashtag was bombarded with questions about his treatment of women THE LESSON people can be unpredictable
- 27. sdflk Captialize on what already exists. sdflk Create a dialogue with genuine intentions. sdflk Viral content can’t be forced.
- 28. That Was Dope Also, thank you.