I just saw the most brilliant video from lastminute.com. What makes it viral? It is funny and unexpected, enough so that I want to share with my friends, regardless of the project they are trying to sell.
Be your audience , be the audience, be the user, see it from the user’s perspective. Don’t over think it.
Have a brand+personality. Personally I prefer messages that I can relate to, instead of reading an ad from the corporate HP voice, I prefer to hear it from a guy’s (working in HP product marketing) opinion on the product.
It’s fun to watch. I was laughing throughout the video of the people’s expressions. The first thing I want to do is to share with friends.
It’s real. Even though the performance was staged, what made me laugh is to see the expressions of (non-actors) people’s face.
As a related article mentioned, “It’s relevant to the product being advertised. By capturing the looks on people’s faces as they’re ambushed by live performance, the ad is a poignant reminder of the joy of the theater. Lastminute.com is a ticket-selling service, and the swift URL drop at the end of the video connects the message to the product.”