become a viral_marketing_ninja

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  • 1. BECOME A VIRAL MARKETING NINJA 2013 Critical Mass, Inc. All Rights Reserved | 1 HOW? BY DISCOVERING THE VIRAL SECRETS OF 5 HOLLYWOOD FILMS
  • 2. 2013 Critical Mass, Inc. All Rights Reserved | 2 BRAND/ PRODUCT PRODUCT DESCRIPTION CLASH OF CONTEXT CLASH OF CONTEXT COMIC OPPOSITES COMIC OPPOSITES COMIC OPPOSITES SUMMARY THE 5 FILMS AND THEIR FRAMEWORKS THEFILM THE FRAMEWORK FRAMEWORK SUBCATEGORY UNBELIEVABLE CHARACTERS IN A REAL WORLD REAL CHARACTERS IN UNBELIEVABLE WORLD OLD HERO V CHANGED HERO HERO V RIVAL BRAND V CUSTOMER CASESTUDY SPLASH BACK TO THE FUTURE MRS. DOUBTFIRE MIDNIGHT EXPRESS LIAR LIAR UNICEF TNT TV CHANNEL EPIC BUS O2 BE MORE DOG RED CROSS
  • 3. Note its not the 5 lms that are important. Its the structure behind them, that is. 2013 Critical Mass, Inc. All Rights Reserved | 3
  • 4. 2013 Critical Mass, Inc. All Rights Reserved | 4 CLASH OF CONTEXT
  • 5. 2013 Critical Mass, Inc. All Rights Reserved | 5 THEFORCEDUNIONOF INCOMPATIBLES Clash of Context takes something from its usual place and sticks it where it doesnt belong. A gangsters moll in a convent, for example. Or a mermaid in Manhattan. Hollywood loves it because it generates such great conict and attention- grabbing scenarios. Thats why it returns again and again to a storytelling framework that is high concept gold. CLASH OF CONTEXT
  • 6. 2013 Critical Mass, Inc. All Rights Reserved | 6 CLASHOFCONTEXTFRAMEWORKS 1. Unbelievable characters in a real world 2. Believable characters in an unbelievable world COMIC OPPOSITES
  • 7. 2013 Critical Mass, Inc. All Rights Reserved | 7 SPLASH A mermaid in Manhattan. STORY A man falls in love with the woman who saved his life and WANTS to be with her BUT he does not know she is a mermaid. 01/ UNBELIEVABLE CHARACTERS IN A REAL WORLD CLASH OF CONTEXT
  • 8. 2013 Critical Mass, Inc. All Rights Reserved | 8 YOUR BRAND / PRODUCT Your brand WANTS to get noticed BUT its hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Cut through. Grabbing attention. 01/ UNBELIEVABLE BRAND CHARACTERS IN A REAL WORLD CLASH OF CONTEXT
  • 9. 2013 Critical Mass, Inc. All Rights Reserved | 9 BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION
  • 10. 2013 Critical Mass, Inc. All Rights Reserved | 10 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION
  • 11. 2013 Critical Mass, Inc. All Rights Reserved | 11 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION ?
  • 12. 2013 Critical Mass, Inc. All Rights Reserved | 12 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION CLEAR HEALTHY REFRESHING PREMIUM
  • 13. 2013 Critical Mass, Inc. All Rights Reserved | 13 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION CLEAR HEALTHY REFRESHING PREMIUM WHEREWOULDYOUSEE THEOPPOSITEUSED? ?
  • 14. 2013 Critical Mass, Inc. All Rights Reserved | 14 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION CLEAR HEALTHY REFRESHING PREMIUM WHEREWOULDYOUSEE THEOPPOSITEUSED? IN A RESTAURANT IN A DRINKS DISPENSER
  • 15. CAMPAIGN EXAMPLE: UNICEF 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
  • 16. 2013 Critical Mass, Inc. All Rights Reserved | 16 BACK TO THE FUTURE A 1980s teenager nds himself in the 1950s. STORY A teenager WANTS to return to the present BUT to do so he must make sure his high-school-age parents unite in order to save his own existence. 02/ REAL CHARACTERS IN AN UNBELIEVABLE WORLD CLASH OF CONTEXT
  • 17. 2013 Critical Mass, Inc. All Rights Reserved | 17 YOUR BRAND / PRODUCT Your brand wants to get noticed but its hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Stunt marketing. Creating a talking point by changing a real world environment to one seen through the brands exaggerated perspective. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD CLASH OF CONTEXT
  • 18. 2013 Critical Mass, Inc. All Rights Reserved | 18 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE
  • 19. 2013 Critical Mass, Inc. All Rights Reserved | 19 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV ?
  • 20. 2013 Critical Mass, Inc. All Rights Reserved | 20 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV EVERYTHING IS TASTY
  • 21. 2013 Critical Mass, Inc. All Rights Reserved | 21 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV EVERYTHING IS TASTY BRANDWORLD SCENARIO ?
  • 22. 2013 Critical Mass, Inc. All Rights Reserved | 22 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV EVERYTHING IS TASTY BRANDWORLD SCENARIO COMMUTERS SALIVATING OVER EACH OTHERS BODY ODOUR COMMUTER LICKING THE HAND RAIL IN ECSTASY COMMUTER NIBBLING ANOTHER COMMUTERS SLEEVE
  • 23. 2013 Critical Mass, Inc. All Rights Reserved | 23 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT BRAND EXG.POV BRANDWORLD SCENARIO ? COMMUTERS ON TUBE ITV BEST AT DRAMA
  • 24. 2013 Critical Mass, Inc. All Rights Reserved | 24 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT BRAND EXG.POV BRANDWORLD SCENARIO COMMUTERS ON TUBE ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE AR