3. Use a single clip of a surfer, taken from the BBC2
series South Pacific to engage surfing, tech and
video lovers online ahead of the series launch.
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Photo from mikesten on Flickr
4. A clip of this type placed on the BBC Youtube channel
would ordinarily receive around 40,000 views without
promotion.
Could we help smash through this number?
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Photo from mikesten on Flickr
6. The film of the surfer is undeniably awesome, so
selling this in to surfer and video communities would
be the easier part but what about the influential tech
communities?
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7. The $100,000 dollar camera used was a great way
to get tech influencers engaged - modded by the
BBC to capture these unique shots. Our online PR
angle needed to exploit this key conversation
starter and get the tech community chatting.
8. With our story straight, we set our list of key influencers:
Where did we want to see the clip being featured?
Who might want to run editorial?
9. And where did we want the conversations to spread
to to ensure organic sharing of the clip?
10. What were our conversations starters? What did we
want influencers to chat about?
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12. The sites we contacted loved it, and their influence
helped the clip spread quickly:
1 million + views
to date
Rubber Republic online
PR contacts form the top
referrers on YouTube.
13. Within 4 days the campaign had over 500,000 views,
and had generated 240+ blog posts.
14. The Twitter and social network buzz was particularly
impressive, with 500+ Tweets and 3182 Diggs.
6th May - 13th May - Top favourited video
across YouTube & top 5 viewed globally
15. Some other things that were just plain cool.
iPlayer
Some sites chose to embed the clip directly from the BBC iPlayer, so these
extra views wonʼt count against the Youtube views.
Viral Video Chart
On the launch week, the clip outperformed the new T-mobile Trafalgar Square
Karaoke video and fell in behind Susan Boyleʼs first audition clip (one of the
largest ever Youtube clips)
DIGG
College Humour, who specialise in Viral clips and do very well at it, put
enormous importance on getting their content to the top of DIGG (they hold a
party when they do) They have only managed this 8 times. The Surfer clip did
it. Party?
16. And what did people say?
Comment cloud generated from Youtube comments
17. Finally, a key indicator of our seeding work can be seen
when we compare the performance of the exact same
YouTube clip which wasnʼt seeded by us. Our clip
reached over 500,000 views in 4 days, the other clip
barely 150 views.
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