For those of you not among the 5 million viewers who have seen OK Go’s new video “White Knuckles”, check out their most recent offering to the online world.
I’m one of those people who’s always hanging out to see the latest viral craze and OK Go’s clips always rank high on my favourites list. Their ‘one take, no edits’ policy adds a bit of extra excitement to the mix, making for fluid entertainment. In three words, IT IS BRILLIANT!
Plenty of brands have tried to emulate this kind of success in the online world. Some have done better than others. Here’s a bit of a classic but one of my all-time faves:
So what are they doing right that so many others get so wrong? As far as I can tell, the best viral videos work because a) they’re fun, b) they’re not overrun with branding, and c) they’re not something you see when you turn on your television or when you’re walking down the street.
I think some people make the mistake of thinking viral videos are just a cheap form of advertising but it’s far from it. I see it as more a form of ‘sneaky exposure’, the less-obvious kind that’s supposed to make you think about the message rather than the messenger.
For those of you interested in what’s going viral out there on the interweb, check out http://mashable.com/ for weekly favourites.