The world of viral is complex.
Sometimes it works, sometimes it flops. There is a very mysterious formula when creating viral content which must be mastered for it to work. What exactly is this “viral” speak of? Well, for many, it relates to the spread of a viral infection or a virus.
But for us as “communications technicians” (Jen, put that on my new cards please) Viral relates to the spread of a message via non-standard communications. It’s pretty much word of mouth, but on the internet. Many brands have tried, many brands have failed. No one really knows exactly what causes something to go viral. There is plenty of talent on the internet but some of it just seems to explode and create internet celebrities: Numa Numa Kid, Tay Zonday, Afro Ninja, and even Fat Star Wars Kid…are all videos that went viral and became sensations, probably just because they are humorous but nonetheless these dudes all succeded, and all of them accidentally.
But some brands like Levis and Ray Ban are replicating this viral video success by coming out with sweet entertaining content, that isn’t branded or even really promotional. These 2 ads are extremely similar.
It’s interesting that if you type in “Levis” or “Ray Ban” on YouTube, these videos are both on their own front pages. Which is pretty sweet. I don’t know about you guys but I’m about to go get myself a new outfit.
Here’s a link to another story that talks about these 2 vids.