Video: Creating the Viral Effect

Colin Watkins, Digital Communications Manager, Channel 4

Agenda

The key components of a viral video

The ‘potential’ for the brand

Does it engage the right audience?

What is a ‘viral’ video?

User generated content

Commissioned content

Mash-ups

Fenton

Old Spice

Songify

What makes a viral?

Key Components

The right message

The right messenger

The right environment

Fenton The Poke

Fenton Football

Potential for the brandAwareness

Zeitgeist

Innovation

Brings in a new audience

Reputation

Fenton T-Mobile

Danny

The Sun

Sesame Street

Senator Freilich

Creativity

Time

SpeedTargets

Luck

What is involved

Kit Kat

VW Bomber

So what have Channel 4 been doing?

Syria’s Torture Machine

Gordon Ramsay

E4

Black Mirror

Black Mirror

Does it work? Is there ROI?

In short, yes… If you get it right.

But, it all depends on the content…

And getting it to the right people…

At the right time…

Nothing can be guaranteed…

Conclusions

Learn from others

Content is key

Give it to the right people

Experiment and have fun

Don’t be afraid to fail

Questions?@Colinko

Chuck Testa

Marty Broekman

New Old Spice

Viral Video Chart http://viralvideochart.unrulymedia.com/chart_keyword/UK_Ads_Chart?interval=year

MemeMachine blog http://mememachine.viralvideochart.com/

DC Shoeshttp://www.youtube.com/watch?v=btViXvIDsi0&feature=player_embedded

MemeMachine blog

http://mememachine.viralvideochart.com/

Conclusions