Earlier this year, Sparksheet columnist Alex Rowland from Alphabird schooled our readers on the differences between branded entertainment and viral videos.
Every brand wants its content to go viral, but in the end it comes down to what Alex calls “the perfect combination of creative genius, market timing an emotionally engaged audience.”
While most people would consider the duel between the Old Spice hunks as the epitome of viral branded content, what truly makes a video (branded or not) go viral is the emotional response it evokes from an audience, whether it’s laughs, tears or anything in between.
Helping brands find this much sought-after sweet spot is the aptly-named Lucky Branded Entertainment, a New York-based creative agency and film production company that creates entertaining web content for brands.
As a reference tool, Lucky created The Viral Collection – a curated compilation of the web’s most popular viral branded videos. According to the site, TVC is a free resource “for marketers, creative directors and social media experts,” featuring more than 700 videos and counting.
Below are some of our favorites from the collection:
To promote the 2012 Focus, Ford tapped spokespuppet Doug to star alongside “Ford Marketing Specialist” John (comedic actor John Ross Bowie) in a series of YouTube adverts highlighting the newly redesigned Focus.
Every time I see Starburst candies, and by see I mean forage through a pack for the yellows and pinks, I think of this commercial. Five years later, this spot still strikes a chord.
Produced by the David Cornfield Melanoma Fund, “Dear 16 Year Old Me” is a heart-wrenching cautionary PSA about the dangers of melanoma. (I highly suggest watching with tissues handy.)
A look at how Google Chrome can help capture and preserve life’s most precious moments. (I’d keep the tissues around for this one, too.)
What happened when tea giant Tetley took to the supermarket with a band of butlers to promote its “Infusions” line of beverages. Note to self: change supermarkets.