This is gonna be dope.

VIRAL CONTENT

Austin Munson, Nikki Nguyen, Jinny Nordquist2015

(AND HOW BRANDS CAN CAPITALIZE)

WHAT IS ITViral content is described as any piece of media that suddenly becomes an online sensation. The open forum nature of the Internet has allowed for this type of media to flourish.

LOGOSLogic

ReasonTruth

ETHOSCredibility

Trust

PATHOSEmotions

Values

SOCIAL CURRENCY EMOTIONS

TRIGGERS

PUBLIC

PRACTICAL VALUE

STORIES

THE EMOTIONSContent that evoked more ‘high-arousal’ emotions (like anger, frustration, happiness,

or surprise) had the potential to be more viral, regardless of whether the emotions were negative or positive.

//JOURNAL OF MARKETING RESEARCH

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Use strong emotional

drivers to make people care and

share.

// SOCIAL CURRENCY

“Your ability to pass it on and riff on it shows that you understand.

It’s the ultimate, subtle insider signal: I know without

yelling that I know.”

RISK AND REWARD ASSESSMENT

OF VIRAL ADVERTISING

ORGANIC MANUFACTURED

An existing trend that was created naturally by audiences and social

interaction.

A brand’s attempt at creating their own

viral phenomenon through self-created content.

CHARACTERISTICS:High audience engagementLow control over generated

contentPotential for higher authenticity

High risk

CHARACTERISTICS:High control

Lower audience engagementLess authenticity

Lower risk

USER LED

A viral advertisement or

interaction in which the outcome is

controlled by the participating

audience members.

CHARACTERISTICS:Evolving

UnpredictablePotential for high engagement

High risk

BRAND HANDLED

A viral advertisement or

interaction designed with strict rules

regarding audience interaction.

CHARACTERISTICS:StructuredPredictable

Low audience engagementLow risk

MANUFACTUREDVIRAL CONTENT

DOVE REAL BEAUTY CAMPAIGN

“Women’s unique differences should be celebrated, rather than ignored, and that

physical appearance should be transformed from a source of anxiety to a source of

confidence”

Utilitarian approach

Personal values

ORGANIC VIRAL CONTENT

vv

“My team knows we can’t just try and sell people burgers, pancakes and eggs so we try to feed them in other ways. Give them a smile, a laugh or just a small memorable

moment.”// Kevin Purcer

EXAMPLES

#HIJACKED

#susanalbumparty

THE PURPOSE to promote Susan Boyle’s new album

release

THE OUTCOMESu’s Anal Bum Party

THE LESSONproofread everything

#CLitFest

THE PURPOSEto promote the Chester

Literary Festival

THE OUTCOMEpeople get the wrong idea

about the festival

THE LESSONabbreviations aren’t always ideal

#AskThicke

THE PURPOSEfor VH1’s Q and A with Robin Thicke to

promote his new album

THE OUTCOMEhashtag was bombarded with questions about his treatment

of women

THE LESSONpeople can be unpredictable

sdflk

Captialize on what already exists.

sdflk

Create a dialogue with genuine intentions.

sdflk

Viral content can’t be forced.

That Was DopeAlso, thank you.