This is gonna be dope.
This is gonna be dope.
VIRAL CONTENT
Austin Munson, Nikki Nguyen, Jinny Nordquist2015
(AND HOW BRANDS CAN CAPITALIZE)
WHAT IS ITViral content is described as any piece of media that suddenly becomes an online sensation. The open forum nature of the Internet has allowed for this type of media to flourish.
LOGOSLogic
ReasonTruth
ETHOSCredibility
Trust
PATHOSEmotions
Values
SOCIAL CURRENCY EMOTIONS
TRIGGERS
PUBLIC
PRACTICAL VALUE
STORIES
THE EMOTIONSContent that evoked more ‘high-arousal’ emotions (like anger, frustration, happiness,
or surprise) had the potential to be more viral, regardless of whether the emotions were negative or positive.
//JOURNAL OF MARKETING RESEARCH
a
Use strong emotional
drivers to make people care and
share.
// SOCIAL CURRENCY
“Your ability to pass it on and riff on it shows that you understand.
It’s the ultimate, subtle insider signal: I know without
yelling that I know.”
RISK AND REWARD ASSESSMENT
OF VIRAL ADVERTISING
ORGANIC MANUFACTURED
An existing trend that was created naturally by audiences and social
interaction.
A brand’s attempt at creating their own
viral phenomenon through self-created content.
CHARACTERISTICS:High audience engagementLow control over generated
contentPotential for higher authenticity
High risk
CHARACTERISTICS:High control
Lower audience engagementLess authenticity
Lower risk
USER LED
A viral advertisement or
interaction in which the outcome is
controlled by the participating
audience members.
CHARACTERISTICS:Evolving
UnpredictablePotential for high engagement
High risk
BRAND HANDLED
A viral advertisement or
interaction designed with strict rules
regarding audience interaction.
CHARACTERISTICS:StructuredPredictable
Low audience engagementLow risk
MANUFACTUREDVIRAL CONTENT
DOVE REAL BEAUTY CAMPAIGN
“Women’s unique differences should be celebrated, rather than ignored, and that
physical appearance should be transformed from a source of anxiety to a source of
confidence”
Utilitarian approach
Personal values
ORGANIC VIRAL CONTENT
vv
“My team knows we can’t just try and sell people burgers, pancakes and eggs so we try to feed them in other ways. Give them a smile, a laugh or just a small memorable
moment.”// Kevin Purcer
EXAMPLES
#HIJACKED
#susanalbumparty
THE PURPOSE to promote Susan Boyle’s new album
release
THE OUTCOMESu’s Anal Bum Party
THE LESSONproofread everything
#CLitFest
THE PURPOSEto promote the Chester
Literary Festival
THE OUTCOMEpeople get the wrong idea
about the festival
THE LESSONabbreviations aren’t always ideal
#AskThicke
THE PURPOSEfor VH1’s Q and A with Robin Thicke to
promote his new album
THE OUTCOMEhashtag was bombarded with questions about his treatment
of women
THE LESSONpeople can be unpredictable
sdflk
Captialize on what already exists.
sdflk
Create a dialogue with genuine intentions.
sdflk
Viral content can’t be forced.
That Was DopeAlso, thank you.