the absurd route to instafame

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© 2014 PETER MAYER PETE Creative ideas worth spreading THE ABSURD ROUTE TO INSTAFAME

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Page 1: The Absurd Route to Instafame

© 2014 PETER MAYER

PETE Creative ideasworth spreading

THE ABSURD ROUTE TO INSTAFAME

Page 2: The Absurd Route to Instafame

2© 2014 PETER MAYER© 2014 Peter Mayer

Instafame – noun

1. THE SUDDEN NOTORIETY FROM ACTIVITY ON SOCIAL NETWORKS INCLUDING INSTAGRAM, TWITTER, YOUTUBE OR VINE.

Page 3: The Absurd Route to Instafame

3© 2014 PETER MAYER© 2014 Peter Mayer

2. WHEN 15 MINUTES OF FAME ONLY LASTS 6 SECONDS.

Instafame - noun

Page 4: The Absurd Route to Instafame

4© 2014 PETER MAYER

THE ABSURD ROUTE TO INSTAFAME

> Traditional vs. Absurd

> Absurdity in action

> The Absurd model

> Case studies: Absurd With Intent

> Absurd Instafame goes main stream

Page 5: The Absurd Route to Instafame

5© 2014 PETER MAYER

TILA TEQUILATRADITIONAL VS. ABSURD

Page 6: The Absurd Route to Instafame

6© 2014 PETER MAYER

ROB FORDTRADITIONAL VS. ABSURD

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7© 2014 PETER MAYER

TRADITIONAL VS. ABSURDTRADITIONAL VS. ABSURD

Page 8: The Absurd Route to Instafame

8© 2014 PETER MAYER

BOTH?TRADITIONAL VS. ABSURD

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9© 2014 PETER MAYER

>The Dark Side

>Dark humor

>Positive reaction not intended

>Self-awareness mystery

>Spectrum of follower interest

>Unorthodox fascination

>More niche groups

>Questionable transparency

>As an approach it’s intentional

WHAT’S ABSURD? WHY ABSURD?THE ABSURD MODEL

>Unsaturated method

>Core of Viral content

>Niche opportunities

>Fresh satire

>Niche = Younger audience

>Less effort to place

>Train crash phenomenon

>Versatile

• Character, thematic format, topic

commentary, sound bites, memes,

Page 10: The Absurd Route to Instafame

10© 2014 PETER MAYER

VIRAL THEORYTHE ABSURD MODEL

Mode of PersuasionAristotle, 350 B.C.

Emotional appeal

Logical appeal

Ethical appeal

Meme SynergySchwartzman, 2004

Strong Emotional

Appeal

Reuse potential

Quality/consistency

Familiarity

New Virality

Berger/Milkman, 2013

StrongEmotionalStimulus

Unexpected

Satire/commentaryPotential

QualityofStory

Memory-inducingTrigger

Page 11: The Absurd Route to Instafame

11© 2014 PETER MAYER

ABSURD MODELABSURD MODEL

ViralityBerger/Milkman, 2013

STRONGEMOTIONALSTIMULUS

UNEXPECTED

SOCIALSATIRE

QUALITYSTORY

MEMORYTRIGGER

Unbelievable Pointless

Replicable format (module) Understandable Controversial

Rags to riches backstory Impressive effort Well developed Niche style

Popular topic Familiar format Fears/phobias

Rare

Human experiences

Vulnerable

Irrational

Absurd

Inspiring Confusing Uncomfortable Embarassing

Traditional

Page 12: The Absurd Route to Instafame

12© 2014 PETER MAYER

>Choose Medium

• Photo, video, blog, etc..

>Designate Format

• Theme, character, topic

>Define audience

• Who will be offended, who won’t understand it, or will misinterpret it?

>Trending opportunities

• Consider repurposing current viral formats

>Identify traps

THE ABSURD PROCESSTHE ABSURD MODEL

Page 13: The Absurd Route to Instafame

13© 2014 PETER MAYER

CASE STUDY

@LEGENDOFANWAR

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14© 2014 PETER MAYER

@LEGENDOFANWARCASE STUDY

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15© 2014 PETER MAYER

HOT-DOG-LEGS.TUMBLR.COM/CAST STUDY

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16© 2014 PETER MAYER

@MRPIMPGOODGAME

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17© 2014 PETER MAYER

@COOKINGFORBAECASE STUDY

Page 18: The Absurd Route to Instafame

18© 2014 PETER MAYER

@COOKINGFORBAECASE STUDY

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19© 2014 PETER MAYER

DEEPSEAFAUNA.TUMBLR.COM/CASE STUDY

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20© 2014 PETER MAYER

DEEPSEAFAUNA.TUMBLR.COM/CASE STUDY

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21© 2014 PETER MAYER

HONEY BOO BOOTHE ABSURD ROUTE TO THE MAINSTREAM

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22© 2014 PETER MAYER

PEACHES FOR PANTIESTHE ABSURD ROUTE TO THE MAINSTREAM

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23© 2014 PETER MAYER

HONEY BOO BOOTHE ABSURD ROUTE TO THE MAINSTREAM

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24© 2014 PETER MAYER

SWEET BROWNTHE ABSURD ROUTE TO THE MAINSTREAM

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25© 2014 PETER MAYER© 2014 Peter Mayer

THANK YOU