Viral definition: (of an image, video, piece of information, etc.) circulated rapidly and widely
from one Internet user to another.
This is a development of word of mouth (traditional): spoken communication as a means of
transmitting information.
There is also viral marketing which uses to the idea of viral to promote businesses: a
marketing technique whereby information about a company's goods or services is
passed electronically from one Internet user to another.
I have found that online in terms of viral there tends to be two types of communication
which ends up turning viral: advertisements and campaigns which are intended to become
viral but also humorous video content or imagery which doesn't have a concept other than
it is a trend.
"Content should have an ethical appeal, an emotional appeal, or a logical appeal. A rhetorician strong on all three was likely to leave behind a persuaded audience. Replace rhetorician with online content creator, and Aristotle’s insights seem entirely modern. Ethics, emotion, logic—it’s credible and worthy, it appeals to me, it makes sense. If you look at the last few links you shared on your Facebook page or Twitter stream, or the last article you e-mailed or recommended to a friend, chances are good that they’ll fit into those categories."
http://www.newyorker.com/online/blogs/elements/2014/01/the-six-things-that-make-stories-go-viral-will-amaze-and-maybe-infuriate-you.html
This quote was taken from an article in The New Yorker which states six things which states;
'THE SIX THINGS THAT MAKE STORIES GO VIRAL WILL AMAZE, AND MAYBE INFURIATE, YOU'
I noticed that the main focus of communication becoming viral was that it must link to humans in some way whether than may that it evokes an emotion of some sort or in any way create a response. - ethical, emotional, logical appeal.
Examples:
Film promotions:
Devils Due
The 'devil baby' stalks New York: Pranksters rig up remote control doll that springs from buggy and terrifies unsuspecting passersby
- The prank was the work of the makers of new horror film Devil's Due
- The results were filmed for a YouTube video called Devil Baby Attack
http://www.dailymail.co.uk/news/article-2539703/Remote-control-devil-baby-terrifies-New-Yorkers.html
This promo for the film devil's due became viral online due the experience around new york. Not only did it influence people through a physical experience it was then shared through youtube throughout the world. It proved to be definitely a huge success because of its humorous online appeal, the video contained very little speech and mainly that of screams and fright which is a similar reaction based on shock that the film gives.
Another example of a film which used a physical presence as a promotional stunt was Carrie;
http://www.hollywoodreporter.com/heat-vision/carrie-inspired-coffee-shop-prank-644555
Youtube video: http://www.youtube.com/watch?v=VlOxlSOr3_M#t=121
The stunt not only affected those unsuspecting customers in the coffee shop but due to those speaking to others and also people who photographed or videoed the events like the woman captured above. These videos are shared on social networks and this form of word of mouth communication online is vital to make a video or event become viral.
Dove Real Beauty Sketches: April 2013
http://www.youtube.com/watch?v=XpaOjMXyJGk
http://www.creamglobal.com/media/2110630/o-dove-real-beauty-sketches-facebook.jpg
Description:
"The moment that the Dove Real Beauty Sketches film was uploaded to the Dove YouTube page, it quickly started to gain traction around the world with men, women, media and even other brands sharing the film," said Fernando Machado, VP of Dove Skin, in a statement. "The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond just the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that are exciting us."
The video shows a former forensic artist meeting a series of women who are asked to describe how they look. He was unable to see them behind a curtain and prompted them to detail everything: hair length, facial structure, their most prominent features. He then sketched each participant from their self-description.
Each woman was asked before the study to get to know one of the other participants. The forensic artist then asked each woman to describe the other's face. The differences are remarkable.
This campaign became so incredibly well known and ultimately viral because of its message. On the whole people do see themselves differently than others do, and the sketches somewhat prove this. This form of empowering women with confidence in an act of change is also shown within a recent Pantene advert:
http://www.youtube.com/watch?v=kOjNcZvwjxI
I think that this advert became viral because of its context, I came across it through blogging websites where someone forwarded it to me from youtube. Overall for an online presence youtube is an incredibly useful tool because it can be linked to Facebook/twitter and social networks.
Dumb Ways To Die
http://dumbwaystodie.com
Video: http://www.youtube.com/watch?v=IJNR2EpS0jw
Initially this video was to create awareness of trains within Melbourne, Australia.
http://www.mccann.com.au/project/dumb-ways-to-die/
This advert not only works as an online viral campaign but it was also transferred into a game. The ideas which can be transferred into other possibilities tend to be the best ideas. This advertisement became popular because it appeals to creatives as these tend to be the people who blog the most online. It achieves its goals in informing people of train safety in a fun an interesting way which is humorous and therefore appeals to a wide audience.
Three- The Pony #DancePonyDance
http://www.youtube.com/watch?v=Ekr05T9Iaio
"Moonwalking shetland pony" 4 Million youtube videos within a week.
This was one of the most watched advertisements on youtube and was also seen on television. The amount of people who watched it forwarded it to their friends as I also experienced this. This advert became viral because of its humorous factor and like-ability due to the animal being a small shetland pony. There also became a phase where people could do their own "mix" this therefore allows interactivity and this could form a highly influential part of this brief in terms of the campaign created- interactivity needs to be considered as it makes people feel part of the product and for a form of experience.
Water Is Life
video: https://www.youtube.com/watch?v=fxyhfiCO_XQ
Charities also use the power of social media to fuel their campaigns and get their message to a wide audience. Water Is Life used/hijacked the hashtag #FirstWorldProblems which seemed quite popular within 2013 of people mocking their own lives. The video has over 2.5 views on twitter and resulted in over one million day's worth of clean water being donated. I personally find the video quite shocking and intelligent in how they have used something which is popular and changed the connotations of the hashtag.
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