An easy guide to one of the most successful communication strategies - since a billion years. Here glow founder Johannes Krempl sheds light on the mysterious "VIRUS" both biological and commercial.

1. Berlin, 10.06.2014
How Virals WorkOne of the most successful communication strategies since a billion years

2. More than 33 Million dead:
Spanish flu pandemic of 1918/19
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3. The Spanish Flu Virus: H1N1
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4. Also, 33 Million infected: Double Rainbow
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http://www.youtube.com/watch?v=OQSNhk5ICTI

5. The “Influenza“: Yosemite Mountain Bear
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6. The virus and how it strikes:
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7. The effect:
Mutations
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8. A roadmap to a commercial viral: Smart Water
http://www.youtube.com/watch?v=kgX_IJPOifs

9. The role model
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Hook
DNA/Information
A virus (eg
Bacteriophage
lambda) consists
mainly of
information (DNA)
with a hook -
exactly what a
media virus needs.
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10. Explicit lyrics
!The text of the virus
information is written very
precisely in 4 chemical
letters: the molecules of
the proteins Adenin,
Thymin, Guanin and
Cytosin.
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11. Information multiplying
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Copycat: The information
can be multiplied easily with
new molecules completing
the two halved ones.
The best media viruses are
the ones that can be copies
and altered endlessly.

12. The Information cascade
When a virus enters
a cell (1), it hacks the
information code of
the cell DNA(2,3).
It changes the original
explicit lyrics (4,5) and
forces the cell to build
new viruses (6,7).
Now that´s pure
effectiveness!
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13. Hooks used in Smartwater viral
O Celebrities
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O Kids, cute baby animals
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O Viral stuff from Youtube (double rainbow, Evian babies)
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O Fails (kick in the balls)
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O Sex
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O Sexism
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14. Info Infusion
O A virus is simple - that’s why it’s so deadly
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O Less viral information means increased spread and reach
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O Don’t try to spread a whole list of ingredients and a range of
micro USP’s.
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O Keep it simple.
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15. Viral: the answer to Social Media?
O No brand, however big, can play all media channels
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O Unless it uses the help from the internet user
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O Like that, messages break through media borders
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18. Viral

19. The key question for viral advertising:
Would you share it?

20. Virality: Every one who get´s the
content, shares it with at least one
other person.

21. Old spice: http://www.youtube.com/watch?v=owGykVbfgUE

22. Youtube
alert:
48 hours of
video
uploaded

23. With 5.3 trillion display ads shown
online each year, 400 million tweets
sent daily, 144,000 hours of YouTube
video uploaded daily, and 4.75
billion pieces of content shared on
Facebook every day, posting a few
blasé blogs on the corporate website
just isn’t going to cut it. You’re going
to need something that cuts through
the clutter. (Harvard Business Review)

24. 4 Tricks 4 Success of Kevin Alloca,
Trendmanager Youtube:
O Tastemakers: you need the help of people who have lots of
followers - on TV, on Twitter on Facebook or wherever like Jimmy
Kimmel, Jay Leno or Maintainbear
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O Communities: take advantage of Social Networks and groups
working for (or against) you, like the sexy lady lovers or the anti-
sexism league.
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O Participation: Make sure, people can relate to the film, can
integrate it into their lives and/or post a personal comment on it.
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O Unexpectedness: The best comment is: “I didn´t see that
coming“. Virals are usually something completely new and
outstanding (they can have sequels afterwards!)
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25. Look and listen closely! http://www.youtube.com/watch?v=KpGfnvHW0Tgv

26. Did you feel the
unexpectedness?

27. The 5 best reasons to share content
People don´t share just like that. They have a hidden agenda:
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People share to
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O appear to be in the know
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O look smarter
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O look more interesting and multi-facetted
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O look sexually fit and active
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O seem to have many friends
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28. The right infusion at the right time?
O To spread, a virus has to fall on fertile
ground.
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O The H1N1 virus found a population
weakend by war.
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O The Old Spice found a male population
irritated by female rising powers a and
female population longing for really strong
men.
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29. http://www.youtube.com/watch?v=uLTIowBF0kE

30. and for some things there is just no explanation

31. Virals can have all shapes and forms
They don´t even have to be online.
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At least not at the beginning...
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32. blush Lingerie: X-ray bag http://9gag.com/gag/a9dKLBZ/

33. blush Lingerie: Hot pants http://9gag.com/gag/ay7yOwp

34. From Facebook to Frenzy
O Seeing the connection between Edward Snowdens
uncoverings and the ones of our client blush Lingerie.
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O A post that went around the world.
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35. - blush wagt sich mit einem Motiv mitten in den politischen
Rummel um den Bundespräsident.
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- Bild, rtl, ARD, Tagesspiegel, .... berichten.

36. blush Snowden Press: https://vimeo.com/78716476

37. How to stir controversy with almost nothing:
http://www.youtube.com/watch?v=DM3R6_1Ayoo

38. Liaison dangereuse
http://www.youtube.com/watch?
v=DM3R6_1Ayoo
Millions of clicks
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More than 2000 comments
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Return of over 1000%
Titel of Daily Star in England

39. Checklist for successful virals
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O Look for fertile grounds. What is everybody
talking about?
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O Prepare your information infusion
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O Consider: one little strand that gets through
is better than a complex info compound that
doesn´t
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O Make connections to bloggers and the press
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O Check comments regularly

40. O Give compelling titles!
Superlative, the first, the only, never before …
You won´t believe that …
I never thought this could happen
We need that click at first glance!

41. https://www.youtube.com/watch?v=M7FIvfx5J10
Epic, celebrity, strange number

42. https://www.youtube.com/watch?v=IpbDHxCV29A
Superlative, short, sexy

43. (Un)expectedness
O Someone remembering the large pandemic of 2011?
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O H1N5, a mutant from the Spanish flu was expected to hit the
world
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O Novartis und GlaxoSmithKline got 10 Mio. to speed up the
fabrication of vaccines
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O Germany alone ordered 2 x 80 millions of vaccines
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And?
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44. Surprise!
No
No Virus!

45. Interested in the surprising power of ideas:
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www.glow-berlin.de
contact@glow-berlin.de