Posts Tagged ‘YouTube’

Always Blow on the Pie

// October 29th, 2009 // No Comments » // Media

What makes an overnight sensation on YouTube? What makes something go viral? You can’t usually predict that a piece of content or an online activity is going to go viral (hence why I’m not a big fan of the term “viral campaign“). Some of the biggest YouTube hits in recent months have been unscripted and unmarketed clips of people doing everyday things.

Take the video clip from New Zealand cop show Police 10/7 (equivalent to the US show COPS) where a Kiwi Poilceman uses a bit of humor to lighten the mood.

The now famous line ” It will be thermo-nuclear – always blow on the pie. Safer communities together,” has been seen well over 150,000 times.  The last part of the quote is the New Zealand Police slogan.

View the video below and pass it on if you (unlike the young thief) can see the humor. You may have to watch it a few times to get your head around the Kiwi accent.

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Sharing is Good

// September 18th, 2009 // No Comments » // Internet Ramblings, Media

This week the internet saw 2 very different people get caught up in the spotlight via video and 2 very different responses from the marketing teams of where they got caught out.

First Kanye West stormed the MTV VMA awards while Female Video artist of the year Taylor Swift was accepting her award. He thought it was his place to announce that Beyonce had in fact the best video of the year. Whaaaat?
If you haven’t yet seen the record breaking video, you can see it below. The outbusrt spawned parodies, Facebook quizzes, mashups and a flood of not so nice comments to Mr West on the interwebs.

The second occasion happened during a Philadelphia Phillies baseball game when a big time Phillies fan caught a foul ball and gave it right away to his 3 year old daughter to have a squizz…she proceeded to throw it back onto the field. Devastating for Dad, but he still managed to give the little girl a big hug. Can you say warm fuzzy?

This is where MTV and Major League Baseball (MLB) differed with how they dealt with these equally appealing moments caught on Video.

MTV who face it, could have received a lot of backlash for their inability to control Kanye on stage created a video with embed code to be shared around the web. The video has now broken MTV.com records, according to Mashable.com 2.7 million unique visitors hit MTV.com on Sunday – it’s highest VMA performance ever

5.5 million unique visitors hit MTV.com on Monday – the second best day in the site’s history

There were a total of 17.9 million video streams watched on the site Monday, the second highest stream total in the site’s history.

Meanwhile MLB decided to copyright any incidents on YouTube of the amazing catch and warm fuzzy hug moment. Instead opting for viewers to catch the clip only on their official website – stunting the possibility of the video going viral and leaving their fans to wonder why they just won’t get with the program – businesses need to get with social media. There is a level of protecting your brand that needs to be enforced to get your message out, then there is just not getting with the program. Your marketing needs a social media mix.

Ironic how a negative moment became a good thing for one company (MTV), while a funny and touching moment became a negative for another company (MLB).

How can you capture the market through your brand’s presence on the web – negative or positive?

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