With over 800 million users visiting Youtube monthly you’d think you’re video would get seen by a couple of people right?
Well maybe not with 60 hours of video being uploaded every minute.
It’s the 3rd biggest website in the world with billions of videos being watched daily, it’s easy for your business to get lost. But somehow some companies succeed at doing so and create a viral sensation. I have chosen 3 of my favourites and looked at why they excelled. You can see with all my case studies that they aren’t just TV advertisements repositioned for Youtube, they are designed purely for the social media platform. They all were posted in a year of each other, a year that prank videos dominated the Internet. You can tell this influenced every video and assisted the video to rise in popularity.
Coca Cola, Unlock the 007 in you.
This video was made to advertise Coke Zero in conjunction with the new James Bond 007 movie. The challenge was for unsuspecting customers to race to a platform on the other side of the station in 70 seconds to win tickets to the movie premier, whilst being faced with James Bond styled challenges. The video currently has over 11 million views with an abundance of likes. A lot of businesses get accused of setting out to make their videos go viral and sometimes faking it to do so. I think this video is my favourite of all because it clearly states what it is advertising from the start, unlike the others and is genuine. The participant’s reactions aren’t over the top or unbelievable. The concept of “that could of be me” is a great aspect to apply to a video that I believe Coke has absolutely nailed on this!
Calsberg puts friends to the test.
This social media marketing campaign revolves around the idea of being a good friend and being rewarded with the ultimate prize, a Calsberg. Prankers call their best friends pretending to be in a dangerous situation in the early hours of the morning in which the friends proceed to come and rescue them to only find out it was a test of their mate-ship. With 9 million views and 20 thousand likes, I think this video rose to success because of it’s ‘sharablity’. The whole idea of sending this to a buddy who would (or would not) do the same for you is something that many people did when this video came out in 2013. There is a lot of humour in this video via the situations set up and the reaction of the friends. Like the Coke video this succeed because it doesn’t seem like it uses actors.
Telekinetic Coffee Shop Surprise
I couldn’t leave this one off. One of the biggest viral videos of the last 5 years, this video pranks customers of a coffee shop to think a girl has supernatural powers and goes berserk. The 63 million views came with a lot of mixed reactions. Most people believed the responses were genuine however what seemed like a harmless prank for 2 minutes and 10 seconds out of the 2 minutes and 23 seconds it ran for, but then reveled itself to be an add for horror movie, Carrie. People called it brilliant and others felt betrayed, but in the end of the day it got the attention it demanded. Companies mimicked this hidden advertisement afterwards including First Kiss and The Epic Split, two of Youtubes most viewed videos, however received more criticism for doing so, that the Carrie video.