Web Video Thunderdome: Branded vs Unbranded, You Decide – 2010 SXSW Interactive

#thunderdomeWEBVIDEOTHUNDERDOME.COM

THUNDERDOMEWEB VIDEO

@mikearauz @BUD_CADDELL

who the hellDO WE THINK WE ARE?

THE DEATHMATCH!1. best spokesman

2. cute kid tricks

3. instant smiles

4. best song parody

5. video of the year

BUT FIRST, HOW ABOUT A WARM UP!

brands love SUPERBOWL SIZED AUDIENCES.

ESPECIALLY HERE

141 MILLION PEOPLE WATCHED web videosin february 2010.

hours of web videowatched in feb 2010

427,631,741

“I want to go to there.”

“where is everyone?”

“ah, we need to make

viral videos.”

#pizzahutfail

brands failed to

understand that

this is our internet.

The web wasn’t built with commercial

breaks. in fact, it wasn’t built for

advertisers at all.

this is your internet.

and every click is a vote.

Mike’s

internet

bud’s

internet

brands have to earn their right to

have a presence on your internet.

why are we voting?

best spokesman

gingers do have souls

un-branded

the man your man could smell like

branded

Jan 2010

3,865,769 views

115,982 comments

273 blog posts

un-branded branded

Feb 2010

6,289,593 views

8,898 comments

1,701 blog posts

838 tweets

winner!

lesson 1:

be remarkable

CUTE KID TRICKS

I’M YOURS (UKULELE KID)

un-branded

Evian Roller Babies

branded

DEC 2009

15,334,598 views

52,680 comments

2,461 blog posts

14,666 tweets

un-branded branded

JUL 2009

41,272,841 views

24,125 comments

5,328 blog posts

4,569 tweets

winner!

lesson 2:

play on past successes

internet fame is a social phenomenon

not a magic trickit’s called an

illusion, michael

IF YOU REMEMBER only ONE THING...

PASS ALONG IS MADE OF

PEeeOoPLE!!!#thunderdomeWEBVIDEOTHUNDERDOME.COM

WHY WE SHARE:

STRENGTHEN MY BOND

DEFINE OUR COLLECTIVE IDENTITY

GIVE ME STATUS

WHY WE SHARE:

STRENGTHEN MY BOND

GIVE ME STATUS

WHY WE SHARE:

STRENGTHEN MY BOND

GIVE ME STATUS

INSTANT SMILES

Surprised Little Kitten

un-branded

volkswagen piano staircase

branded

NOV 2009

27,265,385 views

31,319 comments

2,991 blog posts

16,220 tweets

un-branded branded

OCT 2009

12,672,145 views

4,216 comments

5,486 blog posts

18,062 tweets

winner!

lesson 3:

use the web to tell

more complex stories

tricks storiesmagic

BEST SONG PARODY

I GOTTA FEELING PARODY

un-branded

The Muppets: Bohemian Rhapsody

branded

DEC 2009

9,268,593 views

8,898 comments

1,701 blog posts

838 tweets

un-branded branded

NOV 2009

15,669,490 views

20,867 comments

4,942 blog posts

14,266 tweets

winner!

lesson 4:

collect your fans

ricky van veen’s golden rules of web video:

2-3 mins max

get to the hook fast

make it topical

candy corn

Source: “Beer Money to Board Meetings”, PSFK Conference 2008 - http://blip.tv/file/927855/

lifetime achievement

the web video thunderdome

#thunderdomeWEBVIDEOTHUNDERDOME.COM(as played by bruno ganz in the film downfall]

KANYE WEST

USAIN BOLT

WOLFENSTEIN 3D

OASIS BREAK UP

SUSAN BOYLE

SARAH PALIN’S BOOK

2 GIRLS 1 CUP

OBAMA WINNING THE PEACE PRIZE

AVATAR

THIERRY HENRY

TWILIGHT

STAR TREK

IGN COPY-PASTING

KASAMA MMD ELECTION LOSS

METS CHOKING

DOCTOR WHO

MICHAEL JACKSON’S DEATH

RENALDO LEAVING MAN U

TONY ROMO DUMPING JESSICA SIMPSON

HIMSELF

HITLER REACTS TO...

lesson 5:

invite participation

VIEWING

RATING

COMMENTING

SHARING

COPYING

PERFORMING (E.G. PARODY, REMIX, COVERS)

PARTICIPATION:

10,512,000hours of video

uploaded to YouTube in the last year.

Source: YouTube Fact Sheet - http://www.youtube.com/t/fact_sheet

20 hours of video

uploaded every minute= 1 hour of video

Source: Google Sundance 2010 Presentation, http://sites.pressatgoogle.com/sundance2010/general-youtube-stats

or 130,000 full-length Hollywood movie releases every week

= 1,000 movies

Source: Google Sundance 2010 Presentation, http://sites.pressatgoogle.com/sundance2010/general-youtube-stats

video of the year

epic beard man

un-branded

pants on the ground

branded

Feb 2010

5,183,524 views

93,425 comments

742 blog posts

1,351 tweets

un-branded branded

Jan 2010

19,944,545 views

41,007 comments

1,166 blog posts

906 tweets

winner!

lesson 6:

start small riots

court communities

like constituencies

recognize them

play to their interests

give them social currency

•be remarkable

•play on past successes

•use the web to tell more complex stories

•collect your fans

• invite participation

•start small riots

lessons:

thank youviral video chart

mag.ma

know your meme

jamie wilkinson

college humor

buzzfeed

and you!

Web Video Thunderdome: Branded vs Unbranded, You Decide – 2010 SXSW Interactive

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Transcript of Web Video Thunderdome: Branded vs Unbranded, You Decide – 2010 SXSW Interactive

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