Weird, Wonderful & WTF is all about how ideas move across the web.

2. http://www.youtube.com/watch?v=hKfAFQzJf74

3. GOOD IS
SUBJECTIVE.
Good content is subject, while we
mention good content, we’re actually
referring to content that spreads
naturally.

4. Agenda
1. Look At Stuff
2. Lesson
3. More Stuff
4. Another Lesson
4. Q&A

5. WEIRD: Robocop on a unicorn was a
meme in 2008. A basic image search
reveals many more instances of this
meme.

6. WEIRD: Tom Selleck, a sandwich and
a waterfall was a 2010 meme that got
some traction. Follow
Knowyourmeme.com for all the details.

7. WEIRD: The Gotye meme is more
recent. It’s another weird example of
pop culture becoming mutated content.

8. Wonderful Image
WONDERFUL: The Kenguru
wheelchair car is one for the wonderful
file.

9. WONDERFUL: There are plenty of
amazing human feats online.
Photography and visuals are one of the
most popular thing on the web.
© 2011 Inferno Ltd | Internal Confidential

10. WONDERFUL: An American mother
made headlines online when she made
her son wear a sign of all the things he
did wrong.

11. WONDERFUL: Everyday, someone
on Facebook makes other people
smile. Some people are better at it than
others.

12. WTF: There is no shortage of random
content online that make you cringe or
wonder if it’s real. These are just some
examples.

13. WTF: No big deal, just a bunch dudes
on the couch with their crotch on fire.
© 2011 Inferno Ltd | Internal Confidential

14. WEIRD, WONDERFUL & WTF:
Muscle music from Old Spice. It’s a
nice way to combine all three.

15. Good Content Spreads
Naturally

16. If someone threw a brick through a
boardroom window, there’s not a single
person in that room who would be able to
hold that in. Each person has the natural
tendency to tell someone else. It’s built into
who we are. Why do you think it’s so difficult
to keep a secret.
If something disruptive happens, you have
to tell someone else. Technology comes
second in this equation.
Disruptive Content = Must Share
The sharing use to happen only in
person, now it happens by
phone, text, Facebook, etc…
© 2011 Inferno Ltd | Internal Confidential

17. Most people don’t notice the number of Ford
focuses that they see each day, but if they
see the Batmobile, they might point, take
pictures and talk about it.
Good disruptive experience prompt people
to take action or document the experience.
Unique events get special relevance and
are held in the mind longer.
© 2011 Inferno Ltd | Internal Confidential

18. Those same disruptions spread a lot further
if you disrupt a large group of people. If the
brick was thrown at a concert or the
Batmobile was in the the parking lot post
concert, the disruption would spread much
further.
In addition to helping spread content, the
web is full of “gathered” people. All you have
to do in find them and give them a pleasant
disruption.
© 2011 Inferno Ltd | Internal Confidential

19. Good Content Generates a
Physical Reaction

20. Weird Useful Timely
Valuable
Funny
Spectacular Random Unexpected
Better Wonderful
Shocking
Weird, Wonderful & WTF are only a few
Sexy Urgent
ways to create a disruption. All these word
represent a form of disruption. The more of
these you can own well, the more likely you
Emotional
are to spread you content organically.
Each one of these words makes you have a Illuminating WTF
physical reaction, it could be laughter,
stopping to think, smiling, blushing, crying,
gasping, etc…
Unique

21. WEIRD: Lingscars.com is a web site with a
late 90’s feel. It’s very much real. Ling is
very successful, she made a name for
herself with this persistently weird website.
It’s weird, but unique.

22. WEIRD: Now this is just silly. It’s just like
Craigslist, but everything is spelled with a
lisp.

23. WONDERFUL: There’s a
beautiful idea here. A dog will
love you no matter what, it’s
difficult to live up to their
expectations, but if we did, we’d
be better for it.

24. WTF: These Russian youths
are playing a dangerous game
in these high rises. The content
is so WTF that there’s an age
restriction on YouTube to watch
it.
http://www.youtube.com/w
atch?v=kdsryZINo3Y&feat
ure=related

25. WEIRD, WONDERFUL &WTF:
This classic IKEA ad is about 7
years old, but definitely ticks all
the boxes.
http://www.yo
utube.com/w
atch?v=tetO
SMilRKg

26. Good Content is Timely
© 2012 Inferno Ltd | Internal Confidential

27. www.zei.tgei.st
TRENDJACKING
Zeitgeist means the spirit of the times. It’s also an
Inferno blog that aims to capture instances of
trendjacking and rapid responses.
WEIRD: This example features guys showing
their nipples in support of Kate Middleton. A
Tumblr was created within 48 hours of events
unfolding.
© 2011 Inferno Ltd | Internal Confidential

28. WONDERFUL: This wass a brilliant rapid
response, trendjacking job by Lynx.

29. WTF: Apple Maps! Enough Said.

30. Viral Isn’t Something You Make,
But Good Content Is

31. CHOOSE ALL WORDS THAT
YOUR CONTENT OWNS
When making content it’s a good idea to use
a score card. First choose which words you
content owns well. Next, have people who
don’t work with you rate the content 1-10 in
RATE THEM 1-10
those areas.
The higher you score, by strangers, the
more likely it is that your content could
spread organically.

32. Content rating will only get you so
far, because making content is
only part of the equation.
You have to consider the
audience, the distribution, and
how it will propagate.
If you do all of these well, we
stand a better chance of
spreading organically, but it’s still
no guarantee.
Alternatively there’s luck.

33. People Who Make Good
Content Are Proactive & Have
Fun Making Things

34. I’d like to end on one of Inferno’s Weird, Wonderful and potentially WTF
project. Please visit the Facebook page and join our movement to get
David Cameron and Nick Clegg to grow moustaches for Movember.
Moalition.com
© 2011 Inferno Ltd | Internal Confidential

36. INTERESTED IN A CONTENT WORKSHOP?
Call Tim at +44 (0) 20 7092 0300
or Email: Tim.D@inferno-group.com
www.inferno-group.com