Monday, December 7, 2009

Viral Video-An Outstanding Example

It's called the Pink Glove Dance and was produced with the staff at Providence St. Vincent Medical Center for breast cancer awareness.

I am not commenting on the theme, which speaks for itself, and directly to me. Rather, I'd like to focus on the marketing and business lesson we can learn from it. Much is being said about viral video and how to use it to advantage. As of today, the video has 3,825,736 views, over 8,000 ratings, and a 5-star rating. It gained over 100,000 views since last night. Clearly, it is an outstanding viral video.

This is why it appeals to me, and what contributes to its success:
  1. It points to something greater than itself (i.e. St. Vincent's); it is not self-serving.
  2. It captures everyday, ordinary people celebrating life; the best of humanity in an honest, truthful, uplifting and happy way.
  3. It is well produced. While not a necessity for great video, good production values (music, choreograph) add to the enjoyment.
  4. It unleashes the power of emotion.
  5. It is believable; there is nothing false, misleading, or hidden.
  6. You would like to be part of it.

Note that there is no selling message, no voice-over or graphics that blatantly promote St. Vincent's.

The lesson is that when an organization or individual reaches out to honestly embrace ideas or causes greater than itself, it can succeed beyond expectation. There is no need for message manipulation. The bigger question is asked and answered-not "What's in it for me" but "What's in it for others." There are other strategies and tactics that will produce viral videos, but the Pink Glove Dance is a shining example of a job well done, from every point of view.


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