The Absurd Route to Instafame
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Transcript of The Absurd Route to Instafame
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© 2014 PETER MAYER
PETE Creative ideasworth spreading
THE ABSURD ROUTE TO INSTAFAME
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2© 2014 PETER MAYER© 2014 Peter Mayer
Instafame – noun
1. THE SUDDEN NOTORIETY FROM ACTIVITY ON SOCIAL NETWORKS INCLUDING INSTAGRAM, TWITTER, YOUTUBE OR VINE.
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3© 2014 PETER MAYER© 2014 Peter Mayer
2. WHEN 15 MINUTES OF FAME ONLY LASTS 6 SECONDS.
Instafame - noun
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4© 2014 PETER MAYER
THE ABSURD ROUTE TO INSTAFAME
> Traditional vs. Absurd
> Absurdity in action
> The Absurd model
> Case studies: Absurd With Intent
> Absurd Instafame goes main stream
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5© 2014 PETER MAYER
TILA TEQUILATRADITIONAL VS. ABSURD
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6© 2014 PETER MAYER
ROB FORDTRADITIONAL VS. ABSURD
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7© 2014 PETER MAYER
TRADITIONAL VS. ABSURDTRADITIONAL VS. ABSURD
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8© 2014 PETER MAYER
BOTH?TRADITIONAL VS. ABSURD
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9© 2014 PETER MAYER
>The Dark Side
>Dark humor
>Positive reaction not intended
>Self-awareness mystery
>Spectrum of follower interest
>Unorthodox fascination
>More niche groups
>Questionable transparency
>As an approach it’s intentional
WHAT’S ABSURD? WHY ABSURD?THE ABSURD MODEL
>Unsaturated method
>Core of Viral content
>Niche opportunities
>Fresh satire
>Niche = Younger audience
>Less effort to place
>Train crash phenomenon
>Versatile
• Character, thematic format, topic
commentary, sound bites, memes,
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10© 2014 PETER MAYER
VIRAL THEORYTHE ABSURD MODEL
Mode of PersuasionAristotle, 350 B.C.
Emotional appeal
Logical appeal
Ethical appeal
Meme SynergySchwartzman, 2004
Strong Emotional
Appeal
Reuse potential
Quality/consistency
Familiarity
New Virality
Berger/Milkman, 2013
StrongEmotionalStimulus
Unexpected
Satire/commentaryPotential
QualityofStory
Memory-inducingTrigger
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11© 2014 PETER MAYER
ABSURD MODELABSURD MODEL
ViralityBerger/Milkman, 2013
STRONGEMOTIONALSTIMULUS
UNEXPECTED
SOCIALSATIRE
QUALITYSTORY
MEMORYTRIGGER
Unbelievable Pointless
Replicable format (module) Understandable Controversial
Rags to riches backstory Impressive effort Well developed Niche style
Popular topic Familiar format Fears/phobias
Rare
Human experiences
Vulnerable
Irrational
Absurd
Inspiring Confusing Uncomfortable Embarassing
Traditional
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12© 2014 PETER MAYER
>Choose Medium
• Photo, video, blog, etc..
>Designate Format
• Theme, character, topic
>Define audience
• Who will be offended, who won’t understand it, or will misinterpret it?
>Trending opportunities
• Consider repurposing current viral formats
>Identify traps
THE ABSURD PROCESSTHE ABSURD MODEL
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13© 2014 PETER MAYER
CASE STUDY
@LEGENDOFANWAR
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14© 2014 PETER MAYER
@LEGENDOFANWARCASE STUDY
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15© 2014 PETER MAYER
HOT-DOG-LEGS.TUMBLR.COM/CAST STUDY
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16© 2014 PETER MAYER
@MRPIMPGOODGAME
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17© 2014 PETER MAYER
@COOKINGFORBAECASE STUDY
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18© 2014 PETER MAYER
@COOKINGFORBAECASE STUDY
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19© 2014 PETER MAYER
DEEPSEAFAUNA.TUMBLR.COM/CASE STUDY
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20© 2014 PETER MAYER
DEEPSEAFAUNA.TUMBLR.COM/CASE STUDY
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21© 2014 PETER MAYER
HONEY BOO BOOTHE ABSURD ROUTE TO THE MAINSTREAM
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22© 2014 PETER MAYER
PEACHES FOR PANTIESTHE ABSURD ROUTE TO THE MAINSTREAM
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23© 2014 PETER MAYER
HONEY BOO BOOTHE ABSURD ROUTE TO THE MAINSTREAM
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24© 2014 PETER MAYER
SWEET BROWNTHE ABSURD ROUTE TO THE MAINSTREAM
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25© 2014 PETER MAYER© 2014 Peter Mayer
THANK YOU