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becomeaviralmarketingninja-140825012247-phpapp01
1.
BECOME A VIRAL
MARKETING NINJA ©2013 Critical Mass, Inc. All Rights Reserved | 1 HOW? BY DISCOVERING THE ‘VIRAL SECRETS’ OF 5 HOLLYWOOD FILMS
2.
©2013 Critical Mass,
Inc. All Rights Reserved | 2 BRAND/ PRODUCT PRODUCT DESCRIPTION CLASH OF CONTEXT CLASH OF CONTEXT COMIC OPPOSITES COMIC OPPOSITES COMIC OPPOSITES SUMMARY THE 5 FILMS AND THEIR FRAMEWORKS THEFILM THE FRAMEWORK FRAMEWORK SUBCATEGORY UNBELIEVABLE CHARACTERS IN A REAL WORLD REAL CHARACTERS IN UNBELIEVABLE WORLD OLD HERO V CHANGED HERO HERO V RIVAL BRAND V CUSTOMER CASESTUDY SPLASH BACK TO THE FUTURE MRS. DOUBTFIRE MIDNIGHT EXPRESS LIAR LIAR UNICEF TNT TV CHANNEL EPIC BUS O2 BE MORE DOG RED CROSS
3.
Note it’s not
the 5 films that are important. It’s the structure behind them, that is. ©2013 Critical Mass, Inc. All Rights Reserved | 3
4.
©2013 Critical Mass,
Inc. All Rights Reserved | 4 CLASH OF CONTEXT
5.
©2013 Critical Mass,
Inc. All Rights Reserved | 5 THEFORCEDUNIONOF INCOMPATIBLES Clash of Context takes something from its usual place and sticks it where it doesn’t belong. A gangster’s moll in a convent, for example. Or a mermaid in Manhattan. Hollywood loves it because it generates such great conflict and attention- grabbing scenarios. That’s why it returns again and again to a storytelling framework that is ‘high concept’ gold. CLASH OF CONTEXT
6.
©2013 Critical Mass,
Inc. All Rights Reserved | 6 CLASHOFCONTEXTFRAMEWORKS 1. Unbelievable characters in a real world 2. Believable characters in an unbelievable world COMIC OPPOSITES
7.
©2013 Critical Mass,
Inc. All Rights Reserved | 7 SPLASH A mermaid in Manhattan. STORY A man falls in love with the woman who saved his life and WANTS to be with her BUT he does not know she is a mermaid. 01/ UNBELIEVABLE CHARACTERS IN A REAL WORLD CLASH OF CONTEXT
8.
©2013 Critical Mass,
Inc. All Rights Reserved | 8 YOUR BRAND / PRODUCT Your brand WANTS to get noticed BUT it’s hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Cut through. Grabbing attention. 01/ UNBELIEVABLE BRAND CHARACTERS IN A REAL WORLD CLASH OF CONTEXT
9.
©2013 Critical Mass,
Inc. All Rights Reserved | 9 BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION
10.
©2013 Critical Mass,
Inc. All Rights Reserved | 10 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF – DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION
11.
©2013 Critical Mass,
Inc. All Rights Reserved | 11 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF – DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION ?
12.
©2013 Critical Mass,
Inc. All Rights Reserved | 12 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF – DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION CLEAR HEALTHY REFRESHING PREMIUM
13.
©2013 Critical Mass,
Inc. All Rights Reserved | 13 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF – DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION CLEAR HEALTHY REFRESHING PREMIUM WHEREWOULDYOUSEE THEOPPOSITEUSED? ?
14.
©2013 Critical Mass,
Inc. All Rights Reserved | 14 BRAND/ PRODUCT PRODUCT DESCRIPTION UNICEF – DIRTY WATER BROWN UNHEALTHY DISGUSTING POVERTY LINE 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD HOW IT WORKS BRAND/ PRODUCT PRODUCT DESCRIPTION OPPOSITE DESCRIPTION CLEAR HEALTHY REFRESHING PREMIUM WHEREWOULDYOUSEE THEOPPOSITEUSED? IN A RESTAURANT IN A DRINKS DISPENSER
15.
CAMPAIGN EXAMPLE: UNICEF 01/
UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
16.
©2013 Critical Mass,
Inc. All Rights Reserved | 16 BACK TO THE FUTURE A 1980’s teenager finds himself in the 1950’s. STORY A teenager WANTS to return to the present BUT to do so he must make sure his high-school-age parents unite in order to save his own existence. 02/ REAL CHARACTERS IN AN UNBELIEVABLE WORLD CLASH OF CONTEXT
17.
©2013 Critical Mass,
Inc. All Rights Reserved | 17 YOUR BRAND / PRODUCT Your brand wants to get noticed but it’s hard to get your customers attention. WHAT IS THIS TECHNIQUE GOOD FOR? Stunt marketing. Creating a talking point by changing a real world environment to one seen through the brand’s exaggerated perspective. 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD CLASH OF CONTEXT
18.
©2013 Critical Mass,
Inc. All Rights Reserved | 18 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE
19.
©2013 Critical Mass,
Inc. All Rights Reserved | 19 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV ?
20.
©2013 Critical Mass,
Inc. All Rights Reserved | 20 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV EVERYTHING IS TASTY
21.
©2013 Critical Mass,
Inc. All Rights Reserved | 21 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV EVERYTHING IS TASTY BRANDWORLD SCENARIO ?
22.
©2013 Critical Mass,
Inc. All Rights Reserved | 22 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT COMMUTERS ON TUBE KNOR STOCK CUBE BRAND EXG.POV EVERYTHING IS TASTY BRANDWORLD SCENARIO COMMUTERS SALIVATING OVER EACH OTHER’S BODY ODOUR COMMUTER LICKING THE HAND RAIL IN ECSTASY COMMUTER NIBBLING ANOTHER COMMUTER’S SLEEVE
23.
©2013 Critical Mass,
Inc. All Rights Reserved | 23 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT BRAND EXG.POV BRANDWORLD SCENARIO ? COMMUTERS ON TUBE ITV BEST AT DRAMA
24.
©2013 Critical Mass,
Inc. All Rights Reserved | 24 BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD HOW IT WORKS REALWORLD SCENARO BRAND/ PRODUCT BRAND EXG.POV BRANDWORLD SCENARIO COMMUTERS ON TUBE ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE ARRIVE, HUGE EXPLOSIONS, GUNFIRE, MORE EXPLOSIONS ETC...
25.
CAMPAIGN EXAMPLE: TNT
TV 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD h"ps://www.youtube.com/watch? v=316AzLYfAzw
26.
©2013 Critical Mass,
Inc. All Rights Reserved | 26 COMIC OPPOSITES
27.
©2013 Critical Mass,
Inc. All Rights Reserved | 27 THEFORCEDUNIONOF OPPOSITEPERSPECTIVES Hollywood is in the entertainment business and making us laugh is BIG business. This framework is Hollywood’s banker bet to make this happen. It’s simple to grasp. Create a character and identify their exaggerated perspective on life. Then seek the diametric opposite of that perspective and assign that to a second character. COMIC OPPOSITES
28.
©2013 Critical Mass,
Inc. All Rights Reserved | 28 COMICOPPOSITEFRAMEWORKS 1. Old Hero v Changed Hero 2. Hero v Rival 3. Brand v Customer
29.
©2013 Critical Mass,
Inc. All Rights Reserved | 29 MRS. DOUBTFIRE A childish irresponsible father WANTS to be a part of his family’s life BUT to do so must get his family to see him through a new perspective. 1. OLD HERO V CHANGED HERO COMIC OPPOSITES
30.
©2013 Critical Mass,
Inc. All Rights Reserved | 30 YOUR BRAND Your brand WANTS to be loved by its customers BUT to do so must get its customers to see the brand through a new perspective. WHAT IS THIS TECHNIQUE GOOD FOR? It helps you reframe the conversation and enables your audience to view your brand in a different light. 1. OLD BRAND V CHANGED BRAND COMIC OPPOSITES
31.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 31 ?
32.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 32 DIRTY BORING PACKED UNFRIENDLY
33.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 33 DIRTY BORING PACKED UNFRIENDLY OPPOSITE PERCEPTION ?
34.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 34 DIRTY BORING PACKED UNFRIENDLY OPPOSITE PERCEPTION CLEAN EXCITING EMPTY FRIENDLY
35.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 35 DIRTY BORING PACKED UNFRIENDLY OPPOSITE PERCEPTION CLEAN EXCITING EMPTY FRIENDLY BRANDWORLDBASEDON OPPOSITEPERCEPTION ?
36.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 36 DIRTY BORING PACKED UNFRIENDLY OPPOSITE PERCEPTION CLEAN EXCITING EMPTY FRIENDLY BRANDWORLDBASEDON OPPOSITEPERCEPTION PUBLIC TRANSPORT IS CLEAN PUBLIC TRANSPORT IS EXCITING PUBLIC TRANSPORT IS EMPTY PUBLIC TRANSPORT IS FRIENDLY
37.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 37 DIRTY BORING PACKED UNFRIENDLY OPPOSITE PERCEPTION CLEAN EXCITING EMPTY FRIENDLY BRANDWORLDBASEDON OPPOSITEPERCEPTION PUBLIC TRANSPORT IS CLEAN PUBLIC TRANSPORT IS EXCITING PUBLIC TRANSPORT IS EMPTY PUBLIC TRANSPORT IS FRIENDLY GROUP SIMILAR TERMS
38.
BRAND/ PRODUCT PRODUCT DESCRIPTION 01/ OLD BRAND
V CHANGED BRAND HOW IT WORKS AUDIENCEBRAND/PRODUCT CURRENT PERCEPTION PUBLIC TRANSPORT ©2013 Critical Mass, Inc. All Rights Reserved | 38 DIRTY BORING PACKED UNFRIENDLY OPPOSITE PERCEPTION CLEAN EXCITING EMPTY FRIENDLY BRANDWORLDBASEDON OPPOSITEPERCEPTION PUBLIC TRANSPORT IS CLEAN PUBLIC TRANSPORT IS EXCITING PUBLIC TRANSPORT IS EMPTY PUBLIC TRANSPORT IS FRIENDLY PUBLIC TRANSPORT IS COOL CONSOLIDATE
39.
CAMPAIGN EXAMPLE: EPIC
BUS 01/ OLD BRAND V CHANGED BRAND h"ps://www.youtube.com/watch? v=75F3CSZcCFs
40.
©2013 Critical Mass,
Inc. All Rights Reserved | 40 MIDNIGHT RUN A tough straightforward bounty hunter WANTS to collect the bounty for a corrupt highly neurotic accountant BUT to do so he must drive across America with him. 02/ HERO V RIVAL COMIC OPPOSITES
41.
©2013 Critical Mass,
Inc. All Rights Reserved | 41 YOUR BRAND, YOUR CUSTOMERS, YOUR RIVALS There are lots of option here to develop a comic opposite framework, What you choose would be informed by your objectives and goals. For this example, we will run with customers. WHAT IS THIS TECHNIQUE GOOD FOR? It helps identify comic opposite opportunities that can be used as brainstorming material for concept ideation. 02/ HERO V RIVAL COMIC OPPOSITES
42.
BRAND/ PRODUCT PRODUCT DESCRIPTION 02/ BRAND CUSTOMER
V BRAND CUSTOMER HOW IT WORKS ©2013 Critical Mass, Inc. All Rights Reserved | 42 BRAND/ PRODUCT GREAT CUSTOMERS 02 USE ALL THE FEATURES LEARN NEW FEATURES TELL OTHERS HOW TO... CURIOUS EXCITED PASSIONATE LOUSY CUSTOMERS THEIR EXG.POV THEIR EXG.POV
43.
©2013 Critical Mass,
Inc. All Rights Reserved | 43 HOW IT WORKS BRAND/ PRODUCT GREAT CUSTOMERS LOUSY CUSTOMERS 02 USE ALL THE FEATURES LEARN NEW FEATURES TELL OTHERS HOW TO... CURIOUS EXCITED PASSIONATE 02/ BRAND CUSTOMER V BRAND CUSTOMER THEIR EXG.POV THEIR EXG.POV USE WHAT THEY KNOW DON’T LEARN NEW FEATURES COULDN’T GIVE A CRAP HOW TO... NOT CURIOUS NOT EXCITED NOT PASSIONATE
44.
©2013 Critical Mass,
Inc. All Rights Reserved | 44 HOW IT WORKS BRAND/ PRODUCT GREAT CUSTOMERS LOUSY CUSTOMERS 02 USE ALL THE FEATURES LEARN NEW FEATURES TELL OTHERS HOW TO... CURIOUS EXCITED PASSIONATE 02/ BRAND CUSTOMER V BRAND CUSTOMER THEIR EXG.POV THEIR EXG.POV USE WHAT THEY KNOW DON’T LEARN NEW FEATURES COULDN’T GIVE A CRAP HOW TO... NOT CURIOUS NOT EXCITED NOT PASSIONATE SUPER-EXCITED SUPER NOT-INTERESTED
45.
©2013 Critical Mass,
Inc. All Rights Reserved | 45 Our great customers are like______ because they’re super-excited. Our lousy customers are like______ because they’re super-not interested. 02/ EXAMPLE (CONT) COMIC OPPOSITES / BRAND CUSTOMER V BRAND CUSTOMER
46.
©2013 Critical Mass,
Inc. All Rights Reserved | 46 LIAR LIAR A son wishes his lying lawyer father would tell the truth. But when this wish magically comes true it means his father is forced to do as the son wishes and he must tell the truth in order to achieve his goals in an industry full of liars. 03/ BRAND V CUSTOMER COMIC OPPOSITES
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©2013 Critical Mass,
Inc. All Rights Reserved | 47 YOUR BRAND A brand wishes its customers would do as it asks. But when this wish magically comes true it means its customers are forced to do as the brand wishes in order to achieve their own goals in life. WHAT IS THIS TECHNIQUE GOOD FOR? Helps find ways to get your customers to act in a way you want them to. 03/ BRAND V CUSTOMER COMIC OPPOSITES
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©2013 Critical Mass,
Inc. All Rights Reserved | 48 BRAND/ PRODUCT PRODUCT DESCRIPTION 03/ BRAND V CUSTOMER HOW IT WORKS AUDIENCE AUDIENCE’S GOALS BRAND YOUNG MEN WATCH FOOTBALL RED CROSS BRAND‘S GOAL GIVE BLOOD
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©2013 Critical Mass,
Inc. All Rights Reserved | 49 BRAND/ PRODUCT PRODUCT DESCRIPTION 03/ BRAND V CUSTOMER HOW IT WORKS AUDIENCE AUDIENCE’S GOALS BRAND YOUNG MEN WATCH FOOTBALL RED CROSS BRAND‘S GOAL GIVE BLOOD CREATEBRAND’S SPECIALPOWER ?
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©2013 Critical Mass,
Inc. All Rights Reserved | 50 BRAND/ PRODUCT PRODUCT DESCRIPTION 03/ BRAND V CUSTOMER HOW IT WORKS AUDIENCE AUDIENCE’S GOALS BRAND YOUNG MEN WATCH FOOTBALL RED CROSS BRAND‘S GOAL GIVE BLOOD CREATEBRAND’S SPECIALPOWER MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR FOOTBALL TEAM MORE
51.
©2013 Critical Mass,
Inc. All Rights Reserved | 51 BRAND/ PRODUCT PRODUCT DESCRIPTION 03/ BRAND V CUSTOMER HOW IT WORKS AUDIENCE AUDIENCE’S GOALS BRAND YOUNG MEN BRAND‘S GOAL CREATEBRAND’S SPECIALPOWER WATCH FOOTBALL PLAY COMPUTER GAMES RED CROSS RED CROSS MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR FOOTBALL TEAM MORE GIVE BLOOD GIVE BLOOD ?
52.
©2013 Critical Mass,
Inc. All Rights Reserved | 52 BRAND/ PRODUCT PRODUCT DESCRIPTION 03/ BRAND V CUSTOMER HOW IT WORKS AUDIENCE AUDIENCE’S GOALS BRAND YOUNG MEN BRAND‘S GOAL CREATEBRAND’S SPECIALPOWER WATCH FOOTBALL PLAY COMPUTER GAMES RED CROSS RED CROSS MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR FOOTBALL TEAM MORE GIVE BLOOD GIVE BLOOD MAKE MEN GIVE BLOOD SOMETHING THEY MUST DO IN ORDER TO ENJOY THEIR COMPUTER GAMES MORE
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©2013 Critical Mass,
Inc. All Rights Reserved | 53 The Red Cross promised to give gamers a special code (magic power) if they donated blood. And this code could be used to give their computer game characters extra health. CAMPAIGN EXAMPLE: RED CROSS / GIVE BLOOD 03/ BRAND V CUSTOMER
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©2013 Critical Mass,
Inc. All Rights Reserved | 54 QUESTIONS?
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©2013 Critical Mass,
Inc. All Rights Reserved | 55 LIFE AS A WRITER Created and co-wrote Valiant, an animated feature film released in 2005. Commissioned to write further screenplays for Dreamworks, BBC Films, Working Title, UK Film Council. LIFE AS A CONTENT STRATEGIST Director of Content Strategy, Critical Mass, London. @georgew1971 ( I don’t tweet much but I do reply) georgew@criticalmass.com GEORGE WEBSTER GET IN TOUCH
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©2013 Critical Mass,
Inc. All Rights Reserved | 56 THANK YOU
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