Embed Size (px)
DESCRIPTION
What made Kony 2012 the most viewed viral video of all time and why the shift from online activism to off-line activism did not work quite well. Lecture part of the COM280 series at Zayed University, UAE.
Citation preview
COM280 @giorgiotedx
The most viewed viral video of all times.
#COM280
COM280 @giorgiotedx
Give people control, and they will use it..
COM280 @giorgiotedx
COM280 @giorgiotedx
“We aimed for the video to build up to their April 20th action and get at least 500,000 views in 2012; we were not prepared
for the 100 million views in ten days”Chris Carver, COO Invisible Children
0
2500000
5000000
7500000
10000000
Expected
Reach
The Unexpected
COM280 @giorgiotedx
The Breakthrough
0
7.5
15
22.5
30
Minutes
Average Kony2012
COM280 @giorgiotedx
Give people control, and they will use it..
COM280 @giorgiotedx
CONVINCED
SKEPTICAL
• ENGAGING• EMOTIONAL• WORLD AS ONE COMMUNITY• IMMEDIATE CALL TO ACTION
• OVER SIMPLISTIC• ELIMINATING KONY DOES NOT SOLVE THE PROBLEM• WHERE THE MONEY GOES?• ANACHRONISTIC
COM280 @giorgiotedx
Give people control, and they will use it..
COM280 @giorgiotedx
MAKE KONY FAMOUS
COM280 @giorgiotedx
Give people control, and they will use it..
COM280 @giorgiotedx
• AWARENESS• FROM ONLINE TO OFFLINE
COM280 @giorgiotedx
The Strategy
COM280 @giorgiotedx
The Strategy
COM280 @giorgiotedx
The Strategy
COM280 @giorgiotedx
The Online Experience
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
CULTUREMAKERS POLICYMAKERS
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COVER THE NIGHT OFFICIAL VIDEO
COM280 @giorgiotedx
COVER THE NIGHT OFFICIAL VIDEO
0 25000000 50000000 75000000 100000000
KONY2012
COVER THE NIGHT
ONLINE VIEWS
200.000
COM280 @giorgiotedx
Can ONLINE Activism move OFFLINE ?
COM280 @giorgiotedx
APRIL 20 2012
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
COM280 @giorgiotedx
Invisible Children was unprepared for their own success
Invisible Children proved that online video can move masses
KONY is now Famous
COM280 @giorgiotedx
Q&A
