What do you have to do to create a viral commercial campaign? What are the rules? With so many video creators hoping for some fame (or infamy), it’s nearly a mystery why some videos spread like a pandemic plague while others are inoculated failures. We say nearly, because the insight for rising above the masses is easy enough to be grasped. For this, we’ll need Bruce Lee and Jackie Chan.
Because of Lee’s outrageously righteous kung fu, everybody wanted to be like him – with the majority failing miserably. The ones who didn’t exactly “fail” became known as a Bruce Lee wannabes, then faded to obscurity. Jackie Chan, however, made a name for himself despite being a kung fu artist like Lee. This is because everything Chan did was the opposite of Lee. Lee hit high, Chan hit low. Lee is serious. Chan is always joking. Lee has this aura of invincibility, only getting hurt by opponents of the highest calibre. Chan, on the other hand, usually gets hurt hilariously no matter who he fights. Because he was a breath of fresh air, people loved Jackie Chan as somebody distinct from Bruce Lee.
Now, let’s take a look at three firms who’ve made incredibly sick examples of viral videos: Old Spice, BlendTec Blenders, and Dollar Shave. With millions of views each, these have set the measuring stick of success in video advertising.
What separates them from the others? In a word, they became Jackie Chan to every wannabe’s Bruce Lee.
With the phrase “think outside the box” thrown around too much to the point of meaninglessness, it takes true insight to rise above the mess and make an impact in this media-swamped environment we live in. This is ultimately a good thing, for if everybody rises up, it’ll be like no one rose above at all. It’s the difficulty that makes viral strategies worth it in the end.