Just seen this video that Lastminute produced to showcase their theatre offering. It’s a really good ‘watch’ and the sort of things you’d pass onto friends.
Don’t take my word for it, just check out the ‘views’ on YouTube. It has breached 129,000.Lots of companies are thinking about ‘viral’ and want to know how quickly they can get hundreds of thousands of views in no time for not much money. It’s hard and can’t be forced.The art of producing something that your audience will pass on to others in such numbers as to make the spend worthwhile is just that, an art not a science. But as with most media relations it’s important to observe things that do well and try and spot common denominators.
This one had a great foundation for seeding i.e. Lastminute’s existing traffic and email database. But its also got two key success factors…a) enough of a ‘can you believe this happened!?’b) a voyeuristic quality i.e. you can sit back and watch people’s reactions in the knowledge that you know what’s going but they haven’t the foggiest.