40. All of which is giving rise to new models of
production, distribution, and procurement
41. As a result:
‣ OMD launches Final Front
‣ VICE Acquires Carrot; Droga 5 + WME
‣ Poptent has a Budweiser spot in the World Series
‣ Complex powers pepsi.com @ 30x content pieces/wk
42. Inevitably altering the economic landscape
of our industry as creative product
becomes more and more democratized...
!
and commoditized
88. THE VIRAL ACCELERATION OF “THE HARLEM SHAKE”
EXPOSEDPOPULATION
JAN. 30TH
College student
creates a video
FEB. 2ND
A few kids recreate it
in Australia & Orlando
FEB. 3RD
Thanks to the Super Bowl,
the marketing community
gets thirsty for the next
big thing in social media
FEB. 7 TH
Maker Studio sees
opportunity, creates a
version, and promotes
it across their Youtube
channels and Twitter
FEB. 8 TH
EDM blogger,
@EDMsnob, sees the
video, notices the song,
and tweets it with an
@mention to Baauer
Baauer, Diplo, and
the Mad Decent
label tweets and
promotes the video
FEB. 10TH
Buzzfeed and College
Humor sees the
video picking up so
they create and
promote their own
FEB. 13TH
Brands create and share
their own versions
Mass adoption ensues
89. ONE MIGHT ARGUE THIS WAS LIKE “CATCHING LIGHTENING IN A BOTTLE”
WHERE DIFFERENT PARTIES TOOK ADVANTAGE OF A SERENDIPITOUS OPPORTUNITY
90. WHAT IF I TOLD YOU
THERE WAS A WAY TO PLAN FOR THIS
93. 5 CONDITIONS CRITICAL TO THE GROUNDSWELL OF THE HARLEM SHAKE
AND SEEN IN MOST PHENOMENA THAT CATCH ON IN CULTURE
THE IDEA THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS
94. WE’VE SEEN THIS DYNAMIC HAPPEN IN NATURE AS WELL
WHEN WE CONSIDER CONTAGION THROUGH THE EYES OF AN EPIDEMIOLOGIST
THE ACTUAL VIRUS THE PERFECT CARRIER STRAND MUTATION CONTROLLED AIRSPACE
TOGETHER, THESE CONDITIONS CREATE THE PERFECT RECIPE FOR CONTAGION
THE RIGHT SEASON
95. THE SAME GOES FOR A SOCIAL EPIDEMIC
WHERE IDEAS, BEHAVIORS, MESSAGES, AND PRODUCTS DIFFUSE THROUGH A POPULATION
TOGETHER, THESE CONDITIONS CREATE THE PERFECT RECIPE FOR CULTURAL CONTAGION
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
COVERS
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS PERCEIVED UBIQUITY
CONCURRENCE
96. THE CONTAGION COOKBOOK
COLLECTIVELY, THESE PRINCIPLES ARE REFERRED TO AS
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
COVERS
THEMATIC ITERATIONS
CO-INCENTIVES
FERTILE CONDITIONS
CONCURRENCE
PERCEIVED UBIQUITY
98. INVITED TO PARTICIPATEAUDIENCE AT THE CENTER
TRUE TO BRAND
SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED
CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE
COVERS CONCURRENCE
THE CONTAGION COOKBOOK:
CONTENT CREDENCE CO-INCENTIVES
101. THESE “OBJECTS” AMOUNT TO MORE THAN JUST ART + COPY
BRAND COMMUNICATION IS MUCH MORE THAN MESSAGING
102. THESE “OBJECTS” SHOULD BE BUILT TO SHARE
LEVERAGING BEHAVIORAL SCIENCE TO PIN POINT CONSISTENT FACTORS OF CONTAGIOUS CONTENT
1. Generates social currency: we share things that make us look good
!
2. Evokes emotion: “this is unbelievable, you have to see this!”
!
3. Provides utility: practical value that taps into our intrinsic need to help other people
!
4. Tells a story: facts we forget, stories we retain and retell
105. Online
banner ads
33%
Online
video ads
36% Ads on
social
networks
36%
Ads
served in
search engine
results
40%
TV
program
product
placements
40%
Before
Movie !
Ads !
41%
Radio !
Ads!
42%
Newspaper
Ads
46%
Billboards
& outdoor Ads
47%
TV
Ads
47%
Magazine
Ads
47%
Branded
websites
58%Editorial
Content
58%
Consumer
opinions
posted online
70%
Recommendations
from people I know
92%
Display
ads on mobile
devices
33%
Emails I
signed up for
50% Brand
Sponsorships
47%
Source: Neilsen: Consumer Trust in Online, Social
and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4
TRUST ISN’T GIVEN TO JUST ANYONE, OF COURSE
WE ARE ESPECIALLY INCREDULOUS WHEN IT COMES TO MARKETING
106. CULTURAL AUTHORITY CAN BE TRANSFERRED FROM SOURCE TO RECIPIENT
SOURCES ARE AWARDED AUTHORITY CONDITIONALLY, WHEN:
1. Impartiality: apparent absence of bias
!
2. Expertise: acknowledged mastery of subject matter
!
3. Proximity: accountability via persistent relationships
109. WE KNOW THIS INTUITIVELY, THE NOTION OF DERIVATIVE WORKS
ESPECIALLY AS IT PERTAINS TO MUSIC COVERS
110. INVESTMENT IN CREATIVE DIVERSITY IS WELL SPENT
AND THERE’S A LOT OF WAYS TO DO THIS
1. You create many: broad creative diversity made by the brand/agency
!
2. You commission many: invite partners to iterate upon your idea
!
3. You inspire many: relinquish for public participation
113. VESTED INTERESTS ARE EVERYWHERE
AND WHEN LEVERAGED PROPERLY, CREATES A WINNING PROPOSITION FOR ALL PARTICIPATING PARTIES
114. THIS IS MORE THAN ESTABLISHING STRATEGIC PARTNERSHIPS
ALL OF WHICH CREATE EXCITING OPPORTUNITIES IN CREATIVE DEAL-CRAFT
PRODUCTION
DISTRIBUTION
WILD CARD
117. CREATE THE SENSE THAT “EVERYONE IS TALKING ABOUT IT”
THOSE WHO KNOW WILL FEEL “IN THE KNOW” AND THOSE WHO DON’T WILL WANT TO KNOW
“TWERKING”
“THE RED WEDDING” “THURSDAY NIGHT SCANDAL”
118. TO ACHIEVE THIS, THERE ARE 3 KEY ELEMENTS TO CONSIDER
ALL OF WHICH ARE CRITICAL FOR ESTABLISHING AN ENVIRONMENT THAT FOSTERS CONCURRENCE
1. All ubiquity is feigned: there’s no such thing as “everybody”
!
2. The greeks knew best: create theater in the round
!
3. Concurrence is the principal: reach is the interest
120. INVITED TO PARTICIPATEAUDIENCE AT THE CENTER
TRUE TO BRAND
SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED
CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE
COVERS CONCURRENCE
THE CONTAGION COOKBOOK:
CONTENT CREDENCE CO-INCENTIVES