Come for the Ride…

Everyone on the internet is running around like a headless chicken saying video is the next big thing.  Of course, since it IS the next big thing, many ad agencies have been trying to take advantage of viral videos to help boost their clients’ brand into the buzz world.  However, from the many attempts I’ve witnessed and the storyboards that have been presented, most of them have been or would have been huge flops.

In most cases, technology is not the issue.  A viral video is all about the content and in exchange for great content, the viewers are willing to sacrifice quality and post production touchups.  So why is it that a 13 yr old girl can capture a random event on their cell phone and have it be more viral than a professional commercial that cost $25k to produce?  What is it that teens and social media experts get that traditional brands don’t?

The missing element is… the danger zone.

Viral videos for the most part crosses the safety line and bring in to light something that shouldn’t be seen.  Now, when I say “shouldn’t,” it doesn’t necessarily mean a sex tape even though those are pretty viral.

Shouldn’t includes a number of things such as:
- the likelihood of witnessing that in our lifetime is close to nil
- something created that was meant for private viewing
- something so amazing you just had to pass it on so you can discuss how awesome it was
- a new idea or process that invites imagination and wonder
- a train wreck or something so dangerous that you simply can’t look away
- something so stupid you just have to pass on because it made you feel smart
- something witty caught on video that made you smile after you watched it

Unfortunately, the above is where most brand marketers get stuck because they aren’t allowed to cross the safety line into the danger zone.  In fear of offending anyone at all, most brands have chose to stick around in the safe zone when producing videos or worse, they try to take it half a step further by faking the funny or faking the dangerous situation by staging the act, which usually bombs miserably.

Most people can tell a genuine smile from the fake one you do when posing for a camera and that 6th sense is heightened 10 times more when watching it in video form.  So if you’re looking to do a viral (promotional) video of your product, make sure you ask yourself if your video crosses any of the lines mentioned above.  If it doesn’t, you’re probably going to waste a lot of money and time to learn the hard lesson.

Here’s one that was trying to cross into the danger zone.  They were close… but just not quite there.

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