Dan Howard

Before the Internet…

Billboards

Print Ads

TV Commercial

Nike billboard featuring

Kobe Bryant

Got Milk? Ad featuring

Ana Ivanovic

Vicks TV Commercial featuring

Drew Brees

Online Advertising

Traditional video ads don‟t work online1

Why?

Prominent Branding Puts Off Viewers

People Get Bored Right Away

People Watch for a While but Then Stop2

What to do?

Utilize the Groundswell

Find the „viral factor‟ of celebrity athletes

2 http://hbr.org/2012/03/the-new-science-of-viral-ads/ar/1

1 http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2008.00426.x/abstract

Why does it work

“Authenticity”

Poor quality

One camera, single take

Low production value

Excites Audience

WTF Factor

Energizes Groundswell

Encourages discussion and reposting

Other Examples

Gillette

Evan Longoria Saves Reporter

(2011)

Roger Federer Water Bottle

Trick Shot (2010)

9,093,704 Views6,960,365 Views

Drew Brees Traditional TV

Ad (2011)

8,094 Views

Vicks

END

References GilletteVideosUK. "Amazing Roger Federer Trickshot on

Gillette Ad Shoot." YouTube. YouTube, 16 Aug. 2010. Web. 18 Apr. 2012. <http://www.youtube.com/watch?v=cTl3U6aSd2w>.

Golan, Guy J., and Lior Zaidner. "Creative Strategies in Viral Advertising: An Application of Taylor‟s Six-Segment Message Strategy Wheel." Journal of Computer Mediated Communication 13.4 (2008). Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel. Web. 18 Apr. 2012. http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2008.00426.x/abstract

MrSprts12. "Evan Longoria's Crazy Bare Hand Catch." YouTube. YouTube, 06 May 2011. Web. 18 Apr. 2012. <http://www.youtube.com/watch?v=tMujgAAyH-I>.

Teixeira, Thales. "The New Science of Viral Ads." HBR.org. Harvard Business Review, Mar. 2012. Web. 18 Apr. 2012. <http://hbr.org/2012/03/the-new-science-of-viral-ads/ar/1>.

Vicks. ""Teammates" NyQuil/DayQuil Commercial." YouTube. YouTube, 13 Sept. 2011. Web. 18 Apr. 2012. <http://www.youtube.com/watch?v=GTCBGERWAME>.