Humor

– A good joke travels fast, it delivers a nice endorphin rush and leaves people with a positive feeling about the company or product that is placed in the video or campaign. The other message that is delivered is that the company is not always all about making money and manipulating a potential customer. The comapny is made out of people like you who share your sensibilities and would sometimes just rather have a laugh than grind over spreadsheets. It adds a dimension of humaness to a company.

Edginess

– There is a definite respect for people who are out there on the edge. The reason for this is that they are taking a risk. Sometimes,yes, for the sake of a payoff, but other times just to see what is out there. People who challenge our social norms are often credited with innovation. Edginess also works well to stay in a person’s memory. It’s something that they haven’t seen before and, in a sense, a separate section of the brain needs to be partitioned off and allocated for it. Therefore, this kind of campaign and video is immediately distanced from it’s competitors. The sprite ad is probably not associated with the company, but they touch right on the ‘extreme’ appeal of the target group.

Brevity

– There are rare exceptions, but this type of event is meant to be viewed and passed on. People viewing need simplicity and a short time span to both enjoy it and to consider passing it on. It is important to remember that before any such video is forwarded, the person posting will run what they’ve seen against whatever filters they have put up to judge appropriateness. Time is one of them.

low-fi

– In the Youtube age, the vast majority of viral videos have been produced on web and cheap hand cameras. To step forward with something glossy and over produced has a Steve Ballmeresqe ‘I’m trying too hard to be cool’ feel to it. Low-fi is what the target customer can afford and therefore can relate to.

Controversy

– Pose a question that get’s people talking. In order to have that conversation , they will have had to seen the video. There are obvious dangers here, but depending on the product or service a long and detailed conversation can do a lot of the market education for you.

Innovation

– Like edginess, it sticks in the mind. Beyond that, it inspires. If you can connect your product/service as something that can facilitate these new dreams, you will have established a position.

Authenticity

– This goes along with the low-fi approach, but it uses ‘low-fi’ actors, that is, real people just talking. If they have actually had the experiences they describe and better yet aren’t walking away with all dreams fulfilled, it is believeable. The ideas should be to show real use of a real product and the net experience is beyond what is common knowledge about other such products

Bizzareness

– People like a step out of the ordinary. The bizzare, not grotesque, reminds them of life outside of the cubicle.

Retro

– Retro is not just a fashion trend is also shows an understanding of where the industry is today and how far it has evolved. Showing that you know about this shows that you’ve been in the business awhile. Does it blend is a perfect example.

Insight

– This is a kind of value delivered in a short message that is applicable in a given area. People will pass it on as a favor to friends.

Time savings

– Any information that helps to save time is appreciated. Managers in particular will apreciate it, and it is them who are spending money on products such as yours.

Cost savings

– Same as above but more explicitly about money

Value

– To point toward something that people will use will create gratitude and deliver that message that you are about service.

Knowledge

– For smaller companies, sometimes their only advantage is a greater passion for what they do, better service and technical knowledge. One way to get this point across is by teaching your potential clients.

Complete lack of talent

– William Hung makes it easy to try it for yourself. There is no way you will not feel up to trying after seeing him sing. For products and activities like snowboarding, seeing a similar debacle in that arena can help others overcome their fear.

A situation we’ve all been in

- Virals like this generally give the viewer a sense of relief in knowing that a) Someone else has been there and b) Someone has finally put this one out into the open. People will gladly forward this in order to clear the air.

Children and puppy dogs

– A dead ringer, but we may be at the saturation point, unless you’ve got a good spin on it.

Social Commentary

– There is a video of comedian Kat Williams going around where he’s talking about different races having to get along. As soon as the obligatory applause starts up he says ‘**** that’. What he means is that he’s not looking for santimonous gestures, but action.

Great talent

– Great talent inspires and gets your head out of the cube. While Tiger Woods may not be available, there are heaps of other people doing incredible things out there.

Extremes

– Bungy, skateboarding, skydiving and surfing have all done massive laps around the web. For many consumers, its about being on the cutting edge and moving things forward. This is easy to see in green products, the iPhone and the continued onslaught of new technologies. It’s all about exploring.

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