1.180 MC:{PROJECT 1: Viral Video CampaignGroup 4:Jordan Kelman, Micheal Kolawole, Elizabeth Komolafe,Priyanka Padan, Kate Westran, Laura McFarlane, ReemaPatria,Jessica Bilimoria, Sun Jolanda

2. Viral Videos: WHY DOVIDEOS GO VIRAL 3. Thousands of videos are uploaded daily onto video hosting sitesall over the world, but only a select few have the capability to goviral. When a video goes viral it is shared by many differentpeople in different parts of the world which results in it becominga global phenomenon.Viral videos; in particular viral advertisements, attract so muchattention due to that fact that people question what they areabout and essentially, what the videos purpose is. The skill tocreating a viral video is not something that can be learnt in thetypical sense, as there are so many types of viral videos which wehave seen over the last few years. Many of these videos haventbeen created with the intention of attracting a global audience,whilst others have.In order to create our own viral advertising campaign, we lookedat some examples of viral videos; some which were purposelycreated to go viral, and others which had accidently become anovernight success after being uploaded to Youtube.Viral Videos: WHY DOVIDEOS GO VIRAL 4. UNINTENTIONALLY VIRAL:- Charlie Bit Me - One Pound Fish Man- We decided it would be beneficial to show some examples of videos weVIRAL VIDEOS watched when researching what makes videos go viral, these two clips, Charlie Bit Me, and the One Pound Fish man,Examples were both videos which went viral as a result of being uploaded to YouTube. 5. PURPOSELY MADE TO GO VIRAL- Kony 2012In contrast to the other two clips,the Kony 2012 video was purposelymade to go viral. The creators ofVIRAL VIDEOS: the video hoped to reach out to aglobal audience, and this is obviousExampleswithin the first 2 minutes of theshort film 6. After watching a variety of viral videos, we realised that there isusually one key element which remains consistent throughout.With home made videos which werent originally intended to goviral, such as Charlie Bit Me, there are obvious elements of humourthroughout, which is what attracts millions of viewers to watch,share and comment on the clip.However, in terms of Kony 2012, the professional makers of thefilm already had their audience in mind; they were campaigningfor something, so rather than using humour to target thereaudience they focused on the emotional attachment the viewerwould feel when watching it. This is done through the use of music,storyline and even the language which is used throughout. The useof emotion in advertisements and videos when done correctly canbe extremely powerful, as seen with the Kony video. Within sixdays, the clip had 100 million views on YouTube and 5 milliontweets had been written about it. (Guaridan Onlinehttp://www.guardian.co.uk/news/datablog/2012/apr/20/kony-2012-facts-numbers)Examples: Differences 7. Viral marketing, or viral advertising uses social network sites such as Facebook and twitter to proliferate the brand awareness of their product. To make a successful viral advert, you have to think about they way in which you communicate your product to the target audience. By using such network platforms like Facebook, its more likely to become viral as it travels faster through word of mouth rather than advertising on television. Along with that, viral advertising has many pros such as it will be stuck on the internet for all to see until you take it down yourself, this means that it can not be replaced by another advert or taken off from airing on television. It spreads geographically, so not only do people from your country see it, but also it is viewed worldwide, and its uncensored, which means you can put on whatever content you wish, providing it follows the agreements in the contract if uploaded onto a videoing platform such as YouTube.VIRAL ADVERTISMENTS 8. OUR VIRAL VIDEO 9. While researching videos which had the most viewson YouTube, we found that there were many whichtargeted the audience directly in a interactive, funnyway. There were a lot of adverts which had goneviral through the use of flash mobs, used bycompanys such as T-mobile, H&M, and Budweiser.What we also discovered, were many homemadeYouTube clips in which people were scaring therefriends/members of the public to create a humorousreaction, which is similar to how flash mobadvertising works, as the public are directlyinteracted with in the same way.Our AdvertisingCampaign 10. In our advert, we incorporated these two ideas, by creatingan advertising campaign which attracts viewers throughhumour. Our idea was to scare the public/friends using amask which would then result in an extremely entertainingreaction, all of which would be filmed.In terms of filming the clip we used the low-budget we hadto our advantage, by filming on basic cameras. We did this toadd an amateur feel to the clip as filming in this way makesthe advert seem more real, and therefore more entertainingand relatable to the viewer.Our AdvertisingCampaign 11. Viral adverts tend to target their viewer through mystery; whatthis means is that often, the viewer actually has no idea what theclip is advertising. This is an extremely effective way to promotea product, as the clip confuses the viewer into asking theirfriends Do you know what the point of this video is? and so on.This technique has proven to be very effective for masscompanies such as Apple and Microsoft who create viral videoswhich do not relate to their product in any way. Consumers aremuch more likely to watch and share a clip which they do notrecognise initially as an advertisement, as they are not aware atfirst that they are being targeted by a company who aremarketing a product.For this reason, we decided not to include any kind of direct linkto the company of our choice, which was Red Bull.Our Product: Red Bull 12. We came up with the concept of scaring people for the advert,as the idea was that when you drink Red Bull, you becomesomeone else, the person in the mask; as it transforms youwhen you drink it. Through scaring people it highlights therush that can be gained by the energy drink. The reaction ofthe people being pranked was the key element, the adrenalineand that heart racing moment. All boils down to that Red Bullexperience. We didntt included the Red Bull logo in the clip,or the usual slogan Red Bull gives you wings as we wanted toget the attention of the public who would watch and share thevideo for enjoyment first, rather than for advertising purposes.PRODUCT PLACEMENT: The first time youwatched it, you may not have noticed the Red Bull...Our Product: Red Bull 13. Look for the Red Bull! 14. Facebook is the most used social networking site in the world today, (closely followed by Twitter). Millions of people of all ages log on to Facebook daily, and as a result we felt that this was the most important social platform to promote our video on. Most people have way over 300 friends on Facebook, and if the video is shared, this means that the majority of their Facebook friends will see itWHAT ONLINEPLATFORM WE USED:Facebook 15. There are nine people in our group for the viral video project, all of whichare from different areas of the UK, some even from different countries. Whatthis means is that we immediately have a global platform on Facebook,targeting our friends all over the world when we share the link to our video.By us all sharing the clip, we target people in Coventry, London, Essex andeven China, which shows the sheer power which Facebook can have inrelation to a global audience.Our target demographic is teens and young adults, as we feel they are mostlikely to drink Red Bull and be interested in the type of viral advert weproduced. Although Facebook is used by people of all ages, it is mainly useda way for young people to interact with one another. We hope that throughus sharing the video, our virtual Facebook friends will see it and then shareit themselves, which eventually creates a video phenomenon.WHAT ONLINE PLATFORMWE USED:Facebook 16. Using the third tier principle we posted the video on twitter; eachperson in the group posted the clip individually onto their ownaccounts. The higher the amount of people following each individualthe higher the chance of a retweet, which is why we used as manyaccounts as possible. We decided it would be a good idea to start ahashtag, as well as sharing the link.As well as mainly being used by our target audience, Twitter alsoopens up the option for retweets by celebrities and other influentialpeople using the site. Unlike Facebook, Twitter isnt a story of your lifethrough your timeline, but is meant to represent what you feel at thatmoment in time. A person may be more likely to share the video onTwitter if they are flicking through YouTube and come across the clipbecause they find it funny, as tweets arent something which areremembered for a long period of time, but are what you feel at thatmoment. WHAT ONLINE PLATFORMS WE USED: Twitter #redbullscare 17. YouTube was the most important site to post the video on originally, as itis the site which hosts the video and where we take the link from whichis then posted onto sites such as Facebook and Twitter. We created a newaccount specifically for the viral video, ensuring that the account nameand email had nothing to do with the product we were trying toadvertise.Once the video had been shared lots of times, and had collectedhundreds of views on YouTube, we would then post it on Twitter andFacebook with signals of what it is related to, by tweeting something likeHave you seen this?... #redbullad which would then get peoplethinking.YouTube gives us access to a global audience, as we are no longerrestricted to our friends list of followers. What this means is that if wesuccessfully promote the video enough in order for it to get likes andcomments, then it will become more popular on YouTube through itsviews and would then appear in related searches.WHAT ONLINE PLATFORMS WEUSED: YouTube 18. By using these three social platforms, we have attracted a specific demographic, which are teenagers and young people. Teenagers are most likely to go on social networking sites such as Facebook, Twitter and YouTube to spread and share a viral video. Teenagers will be more inclined to watch the video due to its comedic nature, as well as references to popular culture such as the Gangnam style soundtrack, dance and the Jigsaw mask from Saw. Targeting the teenage demographic makes sense when marketing the energy drink Red Bull as what it stands for is excitement and thrill; things which most young people relate too. Alternatively, as Red Bull is an energy drink, they could potentially choose to target older people in their marketing strategy, who may be tired from work and need a boost to keep them going, however it is Coffee adverts which tends to do this more. Red Bull clearly differs from coffee, and other caffeine products in this way, as it is designed for a younger, more daring generation. This is why we feel that targeting teenagers and young adults will make for a successful marketing campaign.PLATFORMS = CORRECTDEMOGRAPHIC 19. YouTube: HITS ON YOUTUBE: 52/4 likeshttp://www.youtube.com/watch?v=qpW36iTi6S4Video Links