There are some video marketing campaigns I really admire. In fact, there are the ones that everyone loves, the Christmas Coca-cola or John Lewis advert are, I suppose, a visual indicator that it's time to buy a turkey. If you needed reminding that is. It's those two very specific adverts that have the ability to change the mood of their audience instantly, stirring festiveness in the Scroogiest of people. "It's definitely Christmas time, the coca-cola advert is on!" is a phrase I've heard of numerous occasions, as though Christmas isn't a fixed annual agenda that will happen regardless if we see Santa swigging a coke on the TV.
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 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.
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.
Alright, so it doesn't exactly rocket my online fame chances, but it gave me a better idea of how I could go about starting it. It does seem as though viral videos are largely to do with the 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 every day you see a dog chasing a herd of deer, closely followed by his distressed owner.
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 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.
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.
Alright, so it doesn't exactly rocket my online fame chances, but it gave me a better idea of how I could go about starting it. It does seem as though viral videos are largely to do with the 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 every day you see a dog chasing a herd of deer, closely followed by his distressed owner.
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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