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BECOME A VIRAL MARKETING NINJA

©2013 Critical Mass, Inc. All Rights Reserved | 1

HOW? BY DISCOVERING THE ‘VIRAL SECRETS’ OF 5 HOLLYWOOD FILMS


BRAND / PRODUCT

PRODUCT DESCRIPTION

CLASH OF CONTEXT

CLASH OF CONTEXT

COMIC OPPOSITES

COMIC OPPOSITES

COMIC OPPOSITES

SUMMARY

THE 5 FILMS AND THEIR FRAMEWORKS THE FILM THE

FRAMEWORK FRAMEWORK SUBCATEGORY

UNBELIEVABLE CHARACTERS IN A REAL WORLD

REAL CHARACTERS IN UNBELIEVABLE WORLD

OLD HERO V CHANGED HERO

HERO V RIVAL

BRAND V CUSTOMER

CASE STUDY

SPLASH

BACK TO THE FUTURE

MRS. DOUBTFIRE

MIDNIGHT EXPRESS

LIAR LIAR

UNICEF

TNT TV CHANNEL

EPIC BUS

O2 BE MORE DOG

RED CROSS

Note it’s not the 5 films that are important.

It’s the structure behind them, that is.



CLASH OF CONTEXT


THE FORCED UNION OF INCOMPATIBLES Clash of Context takes something from its usual place and sticks it where it doesn’t belong. A gangster’s moll in a convent, for example. Or a mermaid in Manhattan.

Hollywood loves it because it generates such great conflict and attention-grabbing scenarios. That’s why it returns again and again to a storytelling framework that is ‘high concept’ gold.

CLASH OF CONTEXT


CLASH OF CONTEXT FRAMEWORKS 1.  Unbelievable characters in a real world

2.  Believable characters in an unbelievable world

COMIC OPPOSITES


SPLASH A mermaid in Manhattan.

STORY A man falls in love with the woman who saved his life and WANTS to be with her BUT he does not know she is a mermaid.

01/ UNBELIEVABLE CHARACTERS IN A REAL WORLD

CLASH OF CONTEXT


YOUR BRAND / PRODUCT Your brand WANTS to get noticed BUT it’s hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Cut through. Grabbing attention.

01/ UNBELIEVABLE BRAND CHARACTERS IN A REAL WORLD

CLASH OF CONTEXT


BRAND / PRODUCT

PRODUCT DESCRIPTION

01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD

HOW IT WORKS BRAND / PRODUCT

PRODUCT DESCRIPTION


BRAND / PRODUCT

PRODUCT DESCRIPTION

UNICEF – DIRTY WATER

BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION

OPPOSITE DESCRIPTION

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


CLEAR

HEALTHY

REFRESHING

PREMIUM


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


CLEAR

HEALTHY

REFRESHING

PREMIUM

WHERE WOULD YOU SEE THE OPPOSITE USED?

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


BROWN

UNHEALTHY

DISGUSTING

POVERTY LINE



PRODUCT DESCRIPTION


CLEAR

HEALTHY

REFRESHING

PREMIUM

WHERE WOULD YOU SEE THE OPPOSITE USED?

IN A RESTAURANT

IN A DRINKS DISPENSER

CAMPAIGN EXAMPLE: UNICEF 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD


BACK TO THE FUTURE A 1980’s teenager finds himself in the 1950’s. STORY A teenager WANTS to return to the present BUT to do so he must make sure his high-school-age parents unite in order to save his own existence.

02/ REAL CHARACTERS IN AN UNBELIEVABLE WORLD

CLASH OF CONTEXT


YOUR BRAND / PRODUCT Your brand wants to get noticed but it’s hard to get your customers attention.

WHAT IS THIS TECHNIQUE GOOD FOR? Stunt marketing. Creating a talking point by changing a real world environment to one seen through the brand’s exaggerated perspective.

02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD

CLASH OF CONTEXT


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS REAL WORLD SCENARO

BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

?


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

EVERYTHING IS TASTY


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

EVERYTHING IS TASTY

BRAND WORLD SCENARIO

?


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

COMMUTERS ON TUBE

KNOR STOCK CUBE

BRAND EXG. POV

EVERYTHING IS TASTY


COMMUTERS SALIVATING OVER EACH

OTHER’S BODY ODOUR

COMMUTER LICKING THE HAND RAIL IN

ECSTASY

COMMUTER NIBBLING ANOTHER

COMMUTER’S SLEEVE


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

BRAND EXG. POV


? COMMUTERS ON TUBE

ITV BEST AT DRAMA


BRAND / PRODUCT

PRODUCT DESCRIPTION



BRAND / PRODUCT

BRAND EXG. POV


COMMUTERS ON TUBE

ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE

ARRIVE, HUGE EXPLOSIONS, GUNFIRE,

MORE EXPLOSIONS ETC...

CAMPAIGN EXAMPLE: TNT TV 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD

h"ps://www.youtube.com/watch?v=316AzLYfAzw


COMIC OPPOSITES


THE FORCED UNION OF OPPOSITE PERSPECTIVES Hollywood is in the entertainment business and making us laugh is BIG business. This framework is Hollywood’s banker bet to make this happen.

It’s simple to grasp. Create a character and identify their exaggerated perspective on life. Then seek the diametric opposite of that perspective and assign that to a second character.

COMIC OPPOSITES


COMIC OPPOSITE FRAMEWORKS 1.  Old Hero v Changed Hero

2.  Hero v Rival

3.  Brand v Customer


MRS. DOUBTFIRE

A childish irresponsible father WANTS to be a part of his

family’s life BUT to do so must get his family to see him

through a new perspective.

1. OLD HERO V CHANGED HERO

COMIC OPPOSITES


YOUR BRAND

Your brand WANTS to be loved by its customers BUT to do

so must get its customers to see the brand through a new

perspective.

WHAT IS THIS TECHNIQUE GOOD FOR?

It helps you reframe the conversation and enables your

audience to view your brand in a different light.

1. OLD BRAND V CHANGED BRAND

COMIC OPPOSITES

BRAND / PRODUCT

PRODUCT DESCRIPTION

01/ OLD BRAND V CHANGED BRAND

HOW IT WORKS

AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION

PUBLIC TRANSPORT


?

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

?

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY

BRAND WORLD BASED ON OPPOSITE PERCEPTION

?

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY


PUBLIC TRANSPORT IS CLEAN

PUBLIC TRANSPORT IS EXCITING

PUBLIC TRANSPORT IS EMPTY

PUBLIC TRANSPORT IS FRIENDLY

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY






GROUP

SIMILAR

TERMS

BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


PUBLIC TRANSPORT


DIRTY

BORING

PACKED

UNFRIENDLY

OPPOSITE PERCEPTION

CLEAN

EXCITING

EMPTY

FRIENDLY






PUBLIC TRANSPORT IS COOL

CONSOLIDATE

CAMPAIGN EXAMPLE: EPIC BUS 01/ OLD BRAND V CHANGED BRAND

h"ps://www.youtube.com/watch?v=75F3CSZcCFs


MIDNIGHT RUN A tough straightforward bounty hunter WANTS to collect the bounty for a corrupt highly neurotic accountant BUT to do so he must drive across America with him.

02/ HERO V RIVAL

COMIC OPPOSITES


YOUR BRAND, YOUR CUSTOMERS, YOUR RIVALS There are lots of option here to develop a comic opposite framework, What you choose would be informed by your objectives and goals. For this example, we will run with customers.

WHAT IS THIS TECHNIQUE GOOD FOR? It helps identify comic opposite opportunities that can be used as brainstorming material for concept ideation.

02/ HERO V RIVAL

COMIC OPPOSITES

BRAND / PRODUCT

PRODUCT DESCRIPTION

02/ BRAND CUSTOMER V BRAND CUSTOMER

HOW IT WORKS


BRAND / PRODUCT

GREAT CUSTOMERS

02

USE ALL THE FEATURES

LEARN NEW FEATURES

TELL OTHERS HOW TO...

CURIOUS

EXCITED

PASSIONATE

LOUSY CUSTOMERS

THEIR EXG. POV

THEIR EXG. POV


HOW IT WORKS

BRAND / PRODUCT

GREAT CUSTOMERS

LOUSY CUSTOMERS

02


LEARN NEW FEATURES


CURIOUS

EXCITED

PASSIONATE


THEIR EXG. POV

THEIR EXG. POV

USE WHAT THEY KNOW

DON’T LEARN NEW FEATURES

COULDN’T GIVE A CRAP HOW TO...

NOT CURIOUS

NOT EXCITED

NOT PASSIONATE


HOW IT WORKS

BRAND / PRODUCT

GREAT CUSTOMERS

LOUSY CUSTOMERS

02


LEARN NEW FEATURES


CURIOUS

EXCITED

PASSIONATE


THEIR EXG. POV

THEIR EXG. POV

USE WHAT THEY KNOW

DON’T LEARN NEW FEATURES

COULDN’T GIVE A CRAP HOW TO...

NOT CURIOUS

NOT EXCITED

NOT PASSIONATE

SUPER-EXCITED

SUPER NOT-INTERESTED


Our great customers are like______ because they’re super-excited. Our lousy customers are like______ because they’re super-not interested.

02/ EXAMPLE (CONT)

COMIC OPPOSITES / BRAND CUSTOMER V BRAND CUSTOMER


LIAR LIAR A son wishes his lying lawyer father would tell the truth. But when this wish magically comes true it means his father is forced to do as the son wishes and he must tell the truth in order to achieve his goals in an industry full of liars.

03/ BRAND V CUSTOMER

COMIC OPPOSITES


YOUR BRAND A brand wishes its customers would do as it asks. But when this wish magically comes true it means its customers are forced to do as the brand wishes in order to achieve their own goals in life.

WHAT IS THIS TECHNIQUE GOOD FOR?

Helps find ways to get your customers to act in a way you want them to.


COMIC OPPOSITES


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS

AUDIENCE AUDIENCE’S GOALS BRAND

YOUNG MEN

WATCH FOOTBALL

RED CROSS

BRAND ‘S GOAL

GIVE BLOOD


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

WATCH FOOTBALL

RED CROSS

BRAND ‘S GOAL

GIVE BLOOD

CREATE BRAND’S SPECIAL POWER

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

WATCH FOOTBALL

RED CROSS

BRAND ‘S GOAL

GIVE BLOOD


MAKE MEN GIVE BLOOD SOMETHING THEY

MUST DO IN ORDER TO ENJOY THEIR

FOOTBALL TEAM MORE


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

BRAND ‘S GOAL


WATCH FOOTBALL

PLAY COMPUTER

GAMES

RED CROSS

RED CROSS



FOOTBALL TEAM MORE

GIVE BLOOD

GIVE BLOOD

?


BRAND / PRODUCT

PRODUCT DESCRIPTION


HOW IT WORKS


YOUNG MEN

BRAND ‘S GOAL


WATCH FOOTBALL

PLAY COMPUTER

GAMES

RED CROSS

RED CROSS



FOOTBALL TEAM MORE

GIVE BLOOD

GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY


COMPUTER GAMES MORE


The Red Cross promised to give gamers a special code (magic power) if they donated blood. And this code could be used to give their computer game characters extra health.

CAMPAIGN EXAMPLE: RED CROSS / GIVE BLOOD



QUESTIONS?


LIFE AS A WRITER

Created and co-wrote Valiant, an animated feature film released in 2005.

Commissioned to write further screenplays for Dreamworks, BBC Films, Working Title, UK Film Council.

LIFE AS A CONTENT STRATEGIST

Director of Content Strategy, Critical Mass, London.

@georgew1971 ( I don’t tweet much but I do reply)

[email protected]

GEORGE WEBSTER

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THANK YOU