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

VS

Feb 2010

6,289,593 views

8,898 comments

1,701 blog posts

838 tweets

winner!


lesson 1:

be remarkable


1996

1998

2000

2001

2003

2004

2005

2006

2007

2008

2009

2010


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

VS

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...


VIRAL


PASS ALONG IS MADE OF

PEeeOoPLE!!!#thunderdomeWEBVIDEOTHUNDERDOME.COM


WHY WE SHARE:

STRENGTHEN MY BOND

DEFINE OUR COLLECTIVE IDENTITY

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

VS

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

VS

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/

http://blip.tv/file/927855/

http://blip.tv/file/927855/


lifetime achievement

award

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

IPAD

TWILIGHT

STAR TREK

IGN COPY-PASTING

BOXXY

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

http://www.youtube.com/t/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

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

VS

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