Going Viral (Not in the H1N1 sense)

(ATLANTA – September 18, 2009)

YouTube experienced 59 percent growth in the first half of 2009, proving that Web-based video continues to be an exploding market. Always abreast of the latest communication trends and ways to leverage them, Cookerly has developed a streamlined - and fun - process for producing and promoting videos that go viral with our partner Broadcast Atlanta.

Our most recent successes include a family emergency preparedness video for Ready Georgia and a rapping carpool video (below) for The Clean Air Campaign. Both communicated their respective messages in unique and different ways to the desired target audience.

Featuring a Golden Retriever and launched in conjunction with National Dog Day as a tie-in, the family preparedness video garnered hundreds of views in the first 48 hours. It also boosted views of other videos on Ready Georgia’s YouTube channel, including a video focused on pet preparedness.

Submitted by a carpooler who wrote a rap about sharing the ride to amuse his fellow carpool partners, The Clean Air Campaign’s rapping carpool video capitalized on an interesting back story and smart media promotion to become a viral sensation. Facebook promotion, tweets, and word-of-mouth resulted in news stories and sent viewers flocking to the YouTube channel. In fact, more than 1,000 views came from one wsbtv.com story about The Clean Air Campaign’s YouTube “hit.”

 

One of the most interesting parts of the process was watching the interplay between “traditional” media and social media, proving that both are now truly united under the single term “media.” Reporters posted the video to their blogs and Web sites, each providing their own inventive commentary on the video. 11Alive’s Chris Sweigart, director of social media and multimedia journalist, called the video, “original, fun, on message and most importantly, memorable” on his blog. Through this integrated outreach effort, the video has been viewed more than 2,400 times and counting.

While no one can guarantee a viral video, smart distribution without a doubt makes the difference in ensuring that it and its message reach the right targets. Twenty views by the target audience could have a much more significant impact for a product, service or cause than 20,000 views by a disengaged group. Don’t put together a video and find yourself wondering, “Now what?” Let Cookerly make the most of it.