Post on 28-Nov-2014
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BECOME A VIRAL MARKETING NINJA
©2013 Critical Mass, Inc. All Rights Reserved | 1
HOW? BY DISCOVERING THE ‘VIRAL SECRETS’ OF 5 HOLLYWOOD FILMS
©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 THE FILM 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
CASE STUDY
SPLASH
BACK TO THE FUTURE
MRS. DOUBTFIRE
MIDNIGHT EXPRESS
LIAR LIAR
UNICEF
TNT TV CHANNEL
EPIC BUS
O2 BE MORE DOG
RED CROSS
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
©2013 Critical Mass, Inc. All Rights Reserved | 4
CLASH OF CONTEXT
©2013 Critical Mass, Inc. All Rights Reserved | 5
THE FORCED UNION OF 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
©2013 Critical Mass, Inc. All Rights Reserved | 6
CLASH OF CONTEXT FRAMEWORKS 1. Unbelievable characters in a real world
2. Believable characters in an unbelievable world
COMIC OPPOSITES
©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
©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
©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
©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
©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
?
©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
©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
WHERE WOULD YOU SEE THE OPPOSITE USED?
?
©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
WHERE WOULD YOU SEE THE OPPOSITE USED?
IN A RESTAURANT
IN A DRINKS DISPENSER
CAMPAIGN EXAMPLE: UNICEF 01/ UNBELIEVABLE BRAND CHARACTER IN A REAL WORLD
©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
©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
©2013 Critical Mass, Inc. All Rights Reserved | 18
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
COMMUTERS ON TUBE
KNOR STOCK CUBE
©2013 Critical Mass, Inc. All Rights Reserved | 19
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
COMMUTERS ON TUBE
KNOR STOCK CUBE
BRAND EXG. POV
?
©2013 Critical Mass, Inc. All Rights Reserved | 20
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
COMMUTERS ON TUBE
KNOR STOCK CUBE
BRAND EXG. POV
EVERYTHING IS TASTY
©2013 Critical Mass, Inc. All Rights Reserved | 21
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
COMMUTERS ON TUBE
KNOR STOCK CUBE
BRAND EXG. POV
EVERYTHING IS TASTY
BRAND WORLD SCENARIO
?
©2013 Critical Mass, Inc. All Rights Reserved | 22
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
COMMUTERS ON TUBE
KNOR STOCK CUBE
BRAND EXG. POV
EVERYTHING IS TASTY
BRAND WORLD SCENARIO
COMMUTERS SALIVATING OVER EACH
OTHER’S BODY ODOUR
COMMUTER LICKING THE HAND RAIL IN
ECSTASY
COMMUTER NIBBLING ANOTHER
COMMUTER’S SLEEVE
©2013 Critical Mass, Inc. All Rights Reserved | 23
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
BRAND EXG. POV
BRAND WORLD SCENARIO
? COMMUTERS ON TUBE
ITV BEST AT DRAMA
©2013 Critical Mass, Inc. All Rights Reserved | 24
BRAND / PRODUCT
PRODUCT DESCRIPTION
02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
HOW IT WORKS REAL WORLD SCENARO
BRAND / PRODUCT
BRAND EXG. POV
BRAND WORLD SCENARIO
COMMUTERS ON TUBE
ITV BEST AT DRAMA COMMUTERS GET KIDNAPPED, POLICE
ARRIVE, HUGE EXPLOSIONS, GUNFIRE,
MORE EXPLOSIONS ETC...
CAMPAIGN EXAMPLE: TNT TV 02/ REAL CHARACTERS IN AN UNBELIEVABLE BRAND WORLD
h"ps://www.youtube.com/watch?v=316AzLYfAzw
©2013 Critical Mass, Inc. All Rights Reserved | 26
COMIC OPPOSITES
©2013 Critical Mass, Inc. All Rights Reserved | 27
THE FORCED UNION OF OPPOSITE PERSPECTIVES 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
©2013 Critical Mass, Inc. All Rights Reserved | 28
COMIC OPPOSITE FRAMEWORKS 1. Old Hero v Changed Hero
2. Hero v Rival
3. Brand v Customer
©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
©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
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 31
?
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 32
DIRTY
BORING
PACKED
UNFRIENDLY
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 33
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE PERCEPTION
?
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 34
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 35
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRAND WORLD BASED ON OPPOSITE PERCEPTION
?
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 36
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRAND WORLD BASED ON OPPOSITE PERCEPTION
PUBLIC TRANSPORT IS CLEAN
PUBLIC TRANSPORT IS EXCITING
PUBLIC TRANSPORT IS EMPTY
PUBLIC TRANSPORT IS FRIENDLY
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 37
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRAND WORLD BASED ON OPPOSITE PERCEPTION
PUBLIC TRANSPORT IS CLEAN
PUBLIC TRANSPORT IS EXCITING
PUBLIC TRANSPORT IS EMPTY
PUBLIC TRANSPORT IS FRIENDLY
GROUP
SIMILAR
TERMS
BRAND / PRODUCT
PRODUCT DESCRIPTION
01/ OLD BRAND V CHANGED BRAND
HOW IT WORKS
AUDIENCE BRAND / PRODUCT CURRENT PERCEPTION
PUBLIC TRANSPORT
©2013 Critical Mass, Inc. All Rights Reserved | 38
DIRTY
BORING
PACKED
UNFRIENDLY
OPPOSITE PERCEPTION
CLEAN
EXCITING
EMPTY
FRIENDLY
BRAND WORLD BASED ON OPPOSITE PERCEPTION
PUBLIC TRANSPORT IS CLEAN
PUBLIC TRANSPORT IS EXCITING
PUBLIC TRANSPORT IS EMPTY
PUBLIC TRANSPORT IS FRIENDLY
PUBLIC TRANSPORT IS COOL
CONSOLIDATE
CAMPAIGN EXAMPLE: EPIC BUS 01/ OLD BRAND V CHANGED BRAND
h"ps://www.youtube.com/watch?v=75F3CSZcCFs
©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
©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
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
©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
©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
©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
©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
©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
©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
©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
CREATE BRAND’S SPECIAL POWER
?
©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
CREATE BRAND’S SPECIAL POWER
MAKE MEN GIVE BLOOD SOMETHING THEY
MUST DO IN ORDER TO ENJOY THEIR
FOOTBALL TEAM MORE
©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
CREATE BRAND’S SPECIAL POWER
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
?
©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
CREATE BRAND’S SPECIAL POWER
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
©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
©2013 Critical Mass, Inc. All Rights Reserved | 54
QUESTIONS?
©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
©2013 Critical Mass, Inc. All Rights Reserved | 56
THANK YOU