HOW TWO LARGE FILMS CASHED IN ON SOCIAL MEDIA TRENDS
Okay so at this time we all have a fair grasp at what a viral video constitutes and if you’ve been following this blog for any semblance of time, it’s apparent that I’m super excited about video (I said that about as sarcastically as I could even though I really do love video) and what riled me up as a genius technique was the recent trend of cashing in on virality with “Hollywood’s take” on it. Super stoked on covering this, more than doing lines of code (took a drug reference and nerdified it, I felt cool for a second there – only a second, though).
OKAY the VIDEOS in QUESTION ARE the recent Jean-Claude-Van-Damme epic split for Volvo big ups to JCVD for doing this in real life, it’s a pretty sick video.
AND Kanye West’s new music video, featuring him and his ladyfriend, Kim Kardashian riding on a motorcycle and having at it.
SO Now let’s take a look at the two parody videos:
Channing Tatum spoofing JCVD’s epic split, in character, on set for 22 Jump Street.
And Seth Rogen and James Franco, too many and’s in this sentence, spoofing Kanye’s video while on set for the Interview.
This trend of having comedy actors recreating recent viral videos (I’m talking like created a day or two after the original) is a smart way of virally marketing their respective movie project. It’s easy to bandwagon hop, you take any given YouTube trend and you’ll see a lot of people will do their own take of it cashing in on the success of the original, even some bands like Walk Off The Earth made their viral bones by doing so. This happens so often now that it often takes some pinache to make your video stand out amongst the plethora of imitators. ONE contributing factor to ascending the view rankings is timing. If you can act fast and crest the wave before it fully blows up you can cash in – catch on without being viewed as a shameless imitator. ANOTHER way is adding production value and high quality, for a lack of a better word, shit OR actually I thought a better, more applicable word could be aspects to your video – bringing something to the table with your interpretation.
NOW going back to this concept of Hollywood cashing in on viral videos, it’s clear that their marketing gurus are pretty smart and talented, they managed to create the sort of comedic viral spin-off videos by following the above mentioned factors and cashed in for AWESOME success. By release their takes a day or two after the original they still cash in on the relevance factor of the original video. By adding a comedic approach they create something new and likeable. AND by using similarly worded titles + adding in the new celebrity actor names in the title, the viral spin-off take has more scaleability in terms of accruing views for parodying a viral vid – as such, this provides movie productions with a viable avenue to subtlely market their movies.
WHAT recommendations I would throw their way wold be adding a hashtag to the title, even just in the end. Since with search you want the most relevant info (what’s popularly searched) up front to make the search process easier for consumers, adding a hashtag with the movie title at the end of the title can subtlely employ the use of viewer shares to promote your video. For example in “Jenko’s Epic Split” if it was labeled “Jenko’s Epic Split (parody) #22JumpStreet” you could turn all of those twitter and FB shares into re-promoted traffic with the hashtag at the end. It would tie-in nicely with the other online social marketing collateral.
- Top Viral Videos of 2013 (investorplace.com)
- Video Viral : JCVD amazing splits (elodyi.wordpress.com)
- Using Viral Videos To Market Your Business (slideshare.net)
- Five steps to viral video success (sherrilynnestarkie.com)
- Looking Deeper at Viral Videos (mi621.com)