the ins & outs of viral video - peter corbett

The Ins and Outs of Viral Video

by Peter Corbett

Components

GEICO’s iHeartCavemenVV Creative StrategyVV Production StrategyVV Distribution StrategyVV & Celebrity PowerVV & Paparazzi-style UGCVV toolsExample: Fred Example: World Aids Day

What makes a video viral?

The Desire To Share Emotions

What makes a video viral?

HappinessAngerFearLust

iheartcavemen

iheartcavemen

iheartcavemen

iheartcavemen

iheartcavemen

iheartcavemen

Creative Strategy

Creative Strategy

MARCH 10th, 2008

Spring BreakSite Launch

Find an auspicious day

Creative Strategy

Creative StrategyDo something unique. Capture value.

Creative Strategy

Creative Strategy

Paparazzi Social Media

Production Strategy

Distribution Strategy

Marty + iJustine Video has 65000.

Let everyone shoot. Upload. Remix.

Marty + Cashmore Video has 45000+

Distribution StrategyLet everyone shoot. Upload. Remix.

Distribution StrategyMashable (8th most trafficked blog in the world):http://mashable.com/2008/03/11/mashable-rocks-so-easy-even-robert-scoble-can-do-it/

Celebrity PowerValleyWag (28th most trafficked blog in the world) posted 3 times.

http://valleywag.com/366383/at-sxsw-even-the-cavemen-are-getting-actionhttp://valleywag.com/366448/scoble-promises-to-catch-caveman-up-on-the-very-latest http://valleywag.com/366529/blogging-for-mashable-so-easy-a-caveman-can-do-it

Overall Strategy

Pick the right day and/or eventCreate something buzz worthyReach out to your influencersLet everyone shoot, post, remix

Fred

400,000 Subs45,000,000 Cumulative Views4,000,000 Average Per Video

Fred

Fred

TalentDeep emotional responsesSubscription driven

VV Tools

SUBSCRIPTIONSEMAILtubemogul.comviddler.comfacebook.comtwitter.com

VV Tools

Google your keywordsSearch for them in TwitterFind the Facebook GroupsFind the legacy institutionsFind the Celebs who’ll love you

Influencer Discovery

World Aids Day

by @erniemosteller

World Aids Day

440,000+ views6000+ comments45 video responses$3336 hours

Contact me

Peter Corbett, CEOiStrategyLabs

peter@istrategylabs.com917.748.3595