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Josh Warner is president and founder of Feed Company , which promotes and distributes brand videos, including campaigns such as Levi's "Backflip," Ray-Ban's "Catch" and Activision's "Bike Hero." In four years, Feed has seeded more than 200 videos across the social web. Everybody loves viral videos. That's why they're "viral."
Update: Dan has a follow up to this post, here . This guest post was written by Dan Ackerman Greenberg , co-founder of viral video marketing company The Comotion Group and lead TA for the Stanford Facebook Class . Dan will graduate from the Stanford Management Science & Engineering Masters program in June. Have you ever watched a video with 100,000 views on YouTube and thought to yourself: “How the hell did that video get so many views?” Chances are pretty good that this didn’t happen naturally, but rather that some company worked hard to make it happen – some company like mine.
The online statistics are in, and they declare YouTube Symphony Orchestra's grand finale of March 20 the most frequently viewed concert in the history of the video-sharing website. Following an online auditioning and voting process, the YouTube Symphony initiative selected 101 orchestral musicians and soloists (including four Australians) from thousands of applicants in over thirty countries to come together in performances held at the Sydney Opera House and broadcast live via satellite to YouTube viewers all over the world. The participants were coached in a week of rehearsals with San Francisco-based conductor Michael Tilson Thomas and mentors from the Berlin Philharmonic and London Symphony Orchestra.
What defines a successful “viral” campaign? Quality of content? Humor? How fast it blows up? Whatever it is, we know that to be “viral,” the advertisement needs to be self-replicating to an extreme degree. Based on the successes of the following 2010 marketing campaigns, we’d like to think that these fit the bill pretty nicely: