I was more concerned it would somehow detract from ‘Happiness Factory’ and it didn’t so that’s OK.

Great? No.

Unsuccessful? No.

Rubbish? No.

Worth an article and subsequent discussion? Yes.

Was I a bit late to the discussion? Absolutely.

Stig

Everything evolves. The old viral format might be dead. It only lasted for so long. It might even cause a backlash nowadays. As much as I did enjoy them, i don’t anymore. At least this Coke video is completely open and honest and is more focused on the idea/message rather than execution.

I still think it’s a lame video, but not because it’s breaking old “viral rules”.

Virus evolves. That’s why our immune system can’t keep up, causing us to catch the flu each year. The same must apply to marketing.

As much as i think ‘Happiness Machine’ is a lame title, I still watched (and enjoyed) the video from start to finish. And for a digital social media campaign, i would say 1.3million plus youtube hits with 5000+ 5 star ratings is a pretty good outcome.

The Carlton Draught pieces were near the first ones where I got the concept of viral bed down in my head.

They’re still a benchmark, in my opinion, for the kind of communication that will be passed on, thereby making it “viral”.

http://www.youtube.com/watch?v=LGJiTpBBD18

Pretty popular and definitely a viral in that is was released on the internet way before it ever went to TV.

Also looks pretty professionally shot to my untrained eye…

That Arts Council piece is shot FAR more professionally than the Coke piece – time-lapse photography, camera shots from overhead, artistic angles and cut aways (I have no idea what you actually call this stuff in “the industry”). Plus a hip soundtrack. I’d say it is SUPER SLICK, and not particularly restrained from a creative perspective.

You really do seem utterly out of your depth on this one.

“we do NOT use cookie cutter presenters or formats”

along with a nice picture of a crossed out ginger bread man cookie cutter.

But here Tony is telling us all “successful” virals are cut from the same cloth (or is that cookie?).

Totally agree with all who’ve said that the true measure of success is… success. And on all the logical KPIs, this was pretty successful.

All that said, kudos to Tony for a sound argument on how and when to use viral media. The coke idea would have worked better if they actually recruited consumers in placing the free coke in their dorms. It’s not too late for them to do that either.

The Arts coiuncil spot is BORING! I cant’ imagine anyone volutarilty sending this to a friend. Unless of course they want to show how to scam the arts council into giving a grant for some meaningless artistic endeavour. I guess the people who produced/wrote this are – like you – experts in the field of viral.

A great example of what I’m trying to say can be found in Mumbrella in the News section. The piece highlighting Cabana Boys’ clever Arts Council viral ad illustrates my point.

1. Branding is left until right at the very end. Most free to air TVCs have branding all the way through.

2. The shooting, while done by Briony Forbes, one of the best in the business, is restrained and far from slick.

3. And finally the whole thing is an ‘event’ that lasts two whole minutes.

Try selling that to Coke (or nearly any marketer who is paying for the media) as a TV spot and see long the meeting lasts.

No need to be defensive from me – I didn’t write the piece. Indeed, as I made clear in the first comment I didn’t necessarily even agree with it.

However, I don’t want all of our guest posts to only reflect my view – that would be a bit boring. Tony’s experienced enough to take a view, and I’m interested to hear what he has to say.

Cheers,

Tim – Mumbrella

Saying that, I still think regardless of intent, to echo the point by @Clare – 1.2m hits is a success in my book