I wish I had a dollar for every time a client asks me for a program that will “go viral.” Everyone wants to be or have the site, video or blog that the whole world is buzzing about. It’s exciting - especially when you think about what that kind of popularity and word of mouth could do for sales. But can it be orchestrated?
Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.
When I think about the ultimate viral video, I think about Matt Harding. While traveling the world to avoid getting a real job, he had some friends videotape him dancing and posted the clips online. Before too long, his goofy dancing clips were so popular he had attracted a major sponsor, Stride chewing gum, and was able to continue his world travels on their dime. His latest video, the one I’ve embedded above, is truly viral. I’ve seen it shared absolutely everywhere, and I’m sharing it with you now.
What makes it so great? I think that ultimately, to go viral a video has to make you feel something. When we share a video or site or whatever it is we’re sharing, we’re not just sharing a link. We’re sharing the feeling – the experience of feeling whatever it made us feel. I shared a link to a crazy article today on Twitter because it made me feel a bit sick. I’m sharing Where the Hell is Matt? with you now because every time I watch Matt’s videos, they fill me with a nameless and indescribable joy.
Want to take your product, service, program or site viral? First figure out how to make people feel something. If they feel nothing, they won’t pass it on or talk about it with friends.
I’ve heard many marketers and bloggers say the key to success is to “make me care.” When it comes to inspiring word of mouth, pass-alongs and viral activity, I’ll go one step farther and say the golden ticket is to make me feel something.
What do you think? What sites or links have you shared lately, and how did they make you feel?
If you liked this post, please consider subscribing to my blog via RSS feed or email.
8 responses so far ↓
1 Shane Haggerty // Jul 22, 2008 at 9:46 am
Lara,
I attended a Ragan Communications Conference last September about social media/Web 2.0. One of the speakers they had there was the PR person for Blendtec, a small B2B company that makes what they claim to be the most powerful, industrial strength blenders. They had no budget for major advertising, so their PR person came up with the viral campaign “Will it Blend?” While I am sure this case study on great viral marketing is well-known in the marketing world, I thought I would share it quickly as a comment here as well b/c it goes to the heart of what you are saying. These cheaply produced videos starring the companies CEO (who thankfully has charm and charisma) are campy and embrace the “viral” look (authentic, transparent, grainy, “real”) and they touch on a common them amongst some of the most famous viral videos–HUMOR! This seems to be the most valuable feeling a viral campaign can bring to the table. Anyways, the Blendtec campaign videos are so popular, sales went through the roof, the company was featured on CNBC, Good Morning America, etc. gaining great PR (and free!) and the company managed to reach their goals and beyond.
Here is a link to Blendtec’s YouTube channel. They are still doing their schtick!
http://www.youtube.com/user/Blendtec
2 larak // Jul 22, 2008 at 9:09 pm
Shane, awesome case study – thank you for sharing that here! I love it.
3 MsCatalysta // Jul 23, 2008 at 7:08 am
I have never seen that video before! It’s amazing! What a fantastic thing to do.
Try checking out “Juan Mann- Free Hugs Campaign” on Youtube. That will make you almost cry. SUCH an amazing viral video that I’ve seen all over lately. It’s truly uplifting.
4 larak // Jul 23, 2008 at 1:33 pm
Megan, I love the Free Hugs one too. It is another one that fills you with joy and happiness – so I love passing it along to others!
5 Christina Christian // Jul 25, 2008 at 5:04 pm
What a surprise, Lara!? I chose to comment on a travel tagged blog entry.
Just when I didn’t think Friday at 10-to-weekend o’clock could feel any better… I go and read your entry and can’t stop smiling at Matt’s video!
It is so simple, yet so powerful; and all began unintentionally. That simplicity is what people identify most with. As professionals poised with the challenge to develop that next viral campaign, I think it’s important to take a step back and strip down to the raw basics. Some of the best ideas are right there in front of you. Easier said than done though, right?
With that said, I’m a better dancer than Matt Harding – and LOVE to travel! Who wants to sponsor ME?!?!?!
Want feeling? RIP Randy Pausch.
6 larak // Jul 25, 2008 at 11:24 pm
Christina, thanks so much for visiting and yes, it figures you’d love Matt’s video of his travels.
And, I agree with you about Professor Pausch’s Last Lecture – definitely a powerful viral video that fills viewers with many feelings. What a legacy he left behind. I feel honored to be able to watch that video and learn from him.
7 Ms. Single Mama // Jul 29, 2008 at 10:47 am
Excellent post.
And this is true if you are writing your own blog…make your readers FEEL something.
And another way – like Stride gum did – take something that already exists and sponsor it. That seems to be the most logical way for corporations to get in on it. People, in my generation at least, are much less inclined to pass something around that a company produced.
8 Lara Kretler // Jul 30, 2008 at 5:25 pm
Thanks, Ms Single Mama. It’s always an honor and a pleasure to have you come by my humble blog. And you’re so right – sponsoring something that’s already awesome is a great way to connect your brand with awesomeness (rather than trying to create something contrived). Hmmm, now someone needs to brand or sponsor “Christian the Lion” who is going insanely viral right now!
Leave a Comment