Brief notes:
Group:
Tom Houghton
Elliot Jones
Helen Street
Aimee Parker
Melissa Morris
'Become an expert in'
Focus on method, approach, media, examples and existing campaigns
Graphic response to a specific audience
Two colours + stock
Research:
We set a task immediately after the briefing to research 5 examples of viral communication each:
Evian Water babies:
Shared through social media and word of mouth
Emotional aspects: Humour, babies and absurdity
Budweiser Super Bowl ad:
First seen at the famous half time break at the Superbowl 2014
Shared through social media and Tv
Viral aspects: Celebrity cameo, ordinary guy, feel good, humour
Volvo Jean Claude Van Damn
'The Epic Split - most watched automotive commercial on Youtube ever!'
Viral aspects: Shock, Disbelief, Celebrity, Wow
The hardest job in the world
Card store for mothers day
Viral aspects: Interest, Challenge, Emotion
A video with very little branding and the title The worlds hardest job work together to create great questioning and wonder.
Telekinetic Coffee shop girl
56m views
Carrie - the film
Viral aspects: Real life reactions, shock, humour.
Shared through social media
I also find it useful reading this article in the new yorker about viral advertising:
http://www.newyorker.com/online/blogs/elements/2014/01/the-six-things-that-make-stories-go-viral-will-amaze-and-maybe-infuriate-you.html
'Since his initial foray into the nature of sharing, Berger has gone on to research and test a variety of viral-promoting factors, which he details in his new book, “Contagious: Why Things Catch On.” Almost ten years in, he feels he’s discovered a formula of sorts: as sites like Upworthy or BuzzFeed would likely put it, The Six Things You Need to Know to Make Your Voice Heard. While emotion and arousal still top the list, a few additional factors seem to make a big difference. First, he told me, you need to create social currency—something that makes people feel that they’re not only smart but in the know. “Memes like LOLcats, I think, are a perfect example of social currency, an insider culture or handshake,” Berger told me. “Your ability to pass it on and riff on it shows that you understand. It’s the ultimate, subtle insider signal: I know without yelling that I know. When your mom sees an LOLcat, she has no idea what it is.” When Upworthy first started, not everyone knew what it was, and the videos seemed fresh. Now they are being derided as link bait and mocked. Other sites, including the Washington Post, are copying their formula.
The presence of a memory-inducing trigger is also important. We share what we’re thinking about—and we think about the things we can remember. This facet of sharing helps explain the appeal of list-type stories (which I wrote about in detail last month), as well as stories that stick in your mind because they are bizarre. Lists also get shared because of another feature that Berger often finds successful: the promise of practical value. “We see top-ten lists on Buzzfeed and the like all the time,” he notes. “It allows people to feel like there’s a nice packet of useful information that they can share with others.” We want to feel smart and for others to perceive us as smart and helpful, so we craft our online image accordingly.
A final predictor of success is the quality of the story itself. “People love stories. The more you see your story as part of a broader narrative, the better,”'
I created my own mind map of possible concepts:
First Aid - this may be too serious for us to be involved in
Origami - A fun little thing for people to do but the response is questionable
Hangover cures - A useful resource that could be used by a great amount of people
Budgeting - Yet again, a useful resource but I believe the majority of similar examples are overlooked and the target audience is over exposed to similar things.
We decided to choose the origami idea as we believed creating a physical response would be something that was unlike the other groups, we could also have an exhibition of some sort.
After some visual research, we decided to agree on holding an exhibition from the responses we would receive by sending out packs containing the equipment and instructions.
Why would people respond?
Trying something new
Competition with each other
To be in the exhibition
Collaboration, working with other people or even new materials
We made our design and approach decisions ready for the interim crit:
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| The logo is similar to the typefaces featured earlier. It does communicate the concept. |
Presentation by Tom H
The feedback was pleasant and well received, people insisted they would submit a response. Other ideas were raised in the crit too:
The stock of the submission could be anything as long as it is from a square of 10 x 10cm
We would also be taking online submissions of photographs
We met up and created a time plan for the next couple of days:
I was in charge of creating the instructions, Aimee had created them previously but as a group, we decided these needed to altered. Here are the originals:
This is my response:
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| A double sided A4 would hold all 4 instruction sets. |
A lot clearer and easier to read, the two sets of instructions are placed on a A4 so when folded will fit in the envelopes.
Here is the information we revised for the final presentation:
We then placed the packs in the students union and began promoting the exhibition through social media and posters throughout the college.
We received a lot of submissions however admittedly we did have to create some our selves to fill the exhibition space. The exhibition did look great however and I did notice a lot of people coming from elsewhere in the college to view it. The maximum scope for such a concept was limited and would never be as popular as a viral video. Our target audience of LCA students submitted around 75% of the origami, I think a stronger promotional design as well as better timing (without the easter break) would have increased the response.
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