© 2014 PETER MAYER
PETE Creative ideasworth spreading
THE ABSURD ROUTE TO INSTAFAME
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Instafame – noun
1. THE SUDDEN NOTORIETY FROM ACTIVITY ON SOCIAL NETWORKS INCLUDING INSTAGRAM, TWITTER, YOUTUBE OR VINE.
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2. WHEN 15 MINUTES OF FAME ONLY LASTS 6 SECONDS.
Instafame - noun
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THE ABSURD ROUTE TO INSTAFAME
> Traditional vs. Absurd
> Absurdity in action
> The Absurd model
> Case studies: Absurd With Intent
> Absurd Instafame goes main stream
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TILA TEQUILATRADITIONAL VS. ABSURD
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ROB FORDTRADITIONAL VS. ABSURD
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TRADITIONAL VS. ABSURDTRADITIONAL VS. ABSURD
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BOTH?TRADITIONAL VS. ABSURD
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>The Dark Side
>Dark humor
>Positive reaction not intended
>Self-awareness mystery
>Spectrum of follower interest
>Unorthodox fascination
>More niche groups
>Questionable transparency
>As an approach it’s intentional
WHAT’S ABSURD? WHY ABSURD?THE ABSURD MODEL
>Unsaturated method
>Core of Viral content
>Niche opportunities
>Fresh satire
>Niche = Younger audience
>Less effort to place
>Train crash phenomenon
>Versatile
• Character, thematic format, topic
commentary, sound bites, memes,
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VIRAL THEORYTHE ABSURD MODEL
Mode of PersuasionAristotle, 350 B.C.
Emotional appeal
Logical appeal
Ethical appeal
Meme SynergySchwartzman, 2004
Strong Emotional
Appeal
Reuse potential
Quality/consistency
Familiarity
New Virality
Berger/Milkman, 2013
StrongEmotionalStimulus
Unexpected
Satire/commentaryPotential
QualityofStory
Memory-inducingTrigger
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ABSURD MODELABSURD MODEL
ViralityBerger/Milkman, 2013
STRONGEMOTIONALSTIMULUS
UNEXPECTED
SOCIALSATIRE
QUALITYSTORY
MEMORYTRIGGER
Unbelievable Pointless
Replicable format (module) Understandable Controversial
Rags to riches backstory Impressive effort Well developed Niche style
Popular topic Familiar format Fears/phobias
Rare
Human experiences
Vulnerable
Irrational
Absurd
Inspiring Confusing Uncomfortable Embarassing
Traditional
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>Choose Medium
• Photo, video, blog, etc..
>Designate Format
• Theme, character, topic
>Define audience
• Who will be offended, who won’t understand it, or will misinterpret it?
>Trending opportunities
• Consider repurposing current viral formats
>Identify traps
THE ABSURD PROCESSTHE ABSURD MODEL
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CASE STUDY
@LEGENDOFANWAR
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@LEGENDOFANWARCASE STUDY
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HOT-DOG-LEGS.TUMBLR.COM/CAST STUDY
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@MRPIMPGOODGAME
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@COOKINGFORBAECASE STUDY
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@COOKINGFORBAECASE STUDY
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DEEPSEAFAUNA.TUMBLR.COM/CASE STUDY
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DEEPSEAFAUNA.TUMBLR.COM/CASE STUDY
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HONEY BOO BOOTHE ABSURD ROUTE TO THE MAINSTREAM
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PEACHES FOR PANTIESTHE ABSURD ROUTE TO THE MAINSTREAM
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HONEY BOO BOOTHE ABSURD ROUTE TO THE MAINSTREAM
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SWEET BROWNTHE ABSURD ROUTE TO THE MAINSTREAM
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THANK YOU