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.
More recently I admired Three's Twitter phenomenon #DancePonyDance, which corresponded with their advertisement where a pony dances to Fleetwood Mac. If you're yet to see this fantastic video, then I suggest you take a look.
The best bit was the interactive features of the video, not only did you get to watch a pony do the moonwalk, but you had the option to give the video a Bollywood or a Mexican theme in the "pony mixer". Social media went crazy.
However, you could argue that these videos are all produced by massive international companies, 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 create something that's equally, if not more, a success. And there are hundreds of them, a firm favourite is still the 'End of Ze World' animation.
The question that everyone is asking is how these videos can so readily and easily rise in the YouTube ranks. How exactly can we 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. It's easy to see how Three can generate an internationally successful video quite simply, but their audience is already right at their fingertips, they've had years to build 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 ready-made market, and send the internet berserk is quite the achievement.
What I'd like to know is how much is thanks to the content and how much is just sheer chance? While contemplating and YouTubing how exactly I could formulate my own viral video, and through this, international success, I came across this 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 does seem as though viral videos are largely to do with the content. Finding something that has the means to be a good viral video is perhaps the hard bit. 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.
More recently I admired Three's Twitter phenomenon #DancePonyDance, which corresponded with their advertisement where a pony dances to Fleetwood Mac. If you're yet to see this fantastic video, then I suggest you take a look.
The best bit was the interactive features of the video, not only did you get to watch a pony do the moonwalk, but you had the option to give the video a Bollywood or a Mexican theme in the "pony mixer". Social media went crazy.
However, you could argue that these videos are all produced by massive international companies, 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 create something that's equally, if not more, a success. And there are hundreds of them, a firm favourite is still the 'End of Ze World' animation.
The question that everyone is asking is how these videos can so readily and easily rise in the YouTube ranks. How exactly can we 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. It's easy to see how Three can generate an internationally successful video quite simply, but their audience is already right at their fingertips, they've had years to build 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 ready-made market, and send the internet berserk is quite the achievement.
What I'd like to know is how much is thanks to the content and how much is just sheer chance? While contemplating and YouTubing how exactly I could formulate my own viral video, and through this, international success, I came across this 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 does seem as though viral videos are largely to do with the content. Finding something that has the means to be a good viral video is perhaps the hard bit. 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:
Check out Jenny's own blog on web production and marketing to learn more and take a look at the video blog What is a Viral Video
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