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Wednesday, January 28, 2009

Is this Viral?

This spot provoked an interesting conversation around the agency. What makes you to want to share a spot? When we send something to our friends and family, we instantly make it viral.
Obviously most brands and agencies would love to master the secrets of this phenomenon.
What makes this ad a shareable idea?


video

10 comments:

  1. Who knew this secret side of balloon animals existed! Party after party where they’ve shown up, I’d seen them merely as innocent party favors. One can only wonder what else they’re up to when they think the cameras aren’t rolling…

    After seeing this spot, my hand and mouse flew to the send to a friend button. Though generally not one to send bubble gum oriented emails, as there are plenty of those types in my circles who do a fine job of sharing the world wide wackiness with me already, I felt the uniqueness of the idea coupled with the smiles and chuckles I made while watching it might be felt and appreciated by others who get to see it as well.

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  2. i think a video is viral when people who receive it get surprised (funny, just surprised, doesnt matter the way). then, you want to share this "feeling" with your friends, because is different, anormal...and you are already part of this story. People love to be told stories and now, people are able to be storytellers (part of the process). That is why viral is so powerful, because people are inside the process, they feel part of it.

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  3. Jorge, I couldn't agree with you more. I think viral is about emotions; not always positive, but emotions in the end which is the way we experience the world. This is a funny ad, thus creating a good emotion. What happens when we share ads that are not about happines or funny? What about ads for a cause like animal rights or hunger in Africa? Well, the same applies. As Jorge said, people want to feel part of the process. Involving people is a powerful thing. I think a lot of times marketers are afraid to let people be part of their brands.

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  4. What i think makes this a shareable ad is the execution by the brand. It's a condom, and we all know that a condom is used when having sex. Durex doesn't shy away from that, they embrace it and expressed it via this spot. I don't think I've seen a spot from another brand that bluntly show the act of having sex, they usually imply it. I dont think this ad ranin the US, and that's also a reason we (those of us who grew up in the US) would share with family & friends. We do not usually see spots like this because of how conservative this country it and when we see something new, we feel obligated to share it

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  5. One thing that I always thought about sharing videos, jokes, or even wearing a t-shirt, was that I immediately become infected with the idea (in this case humor, boldness, irreverence and sex) and those attributes are part of me now. If I share this ad, I'll be perceived by my circle as funny, or daring, or intelligent... to me that's the power of viral.

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  6. a good link about the same topic: http://garethkay.com/

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  7. another great post from Fallon addressing this same question http://fallontrendpoint.blogspot.com/

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  8. another great link to what makes viral http://denuology.com/index.php?option=com_content&view=article&id=151:10-components-to-viral-videos&catid=32:blog&Itemid=86

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  9. One more theory on what makes a video go viral.\http://online.wsj.com/article/SB123481783053894227.html

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  10. another great explanation of the viral effect:
    http://veryevolved.com/2009/02/why-do-things-go-viral/

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