What makes a video viral?
By Cream Editorial
Video has become increasingly important over the years and few ad campaigns are complete without one. But what makes videos go ‘viral’? So far this year there has been a rise in online video marketing, especially with the US election campaigns and the Olympic Games, but other brands have been infiltrating the viral charts and leaving a big mark.
A great example of this is the Ken Block Gymkhana motorsport series. This series has proved incredibly popular, and the fifth instalment -released last month- is no exception. The Gymkhana franchise has won numerous awards, including #1 viral video of 2011.
Gymkhana is a fast paced motorsport, where drivers take on difficult courses at incredible speeds and Ken Block is branded one of best in the business. Block has been a rally driver since 2005 and is also one of the founders of DC shoes so the Gymkhana project has been the perfect way for DC shoes to prove how suited the shoe brand is to extreme sports.
Gymkhana Five became the most viral automotive video ever with 14.3 million views, 1.2 million social shares, 25,000 YouTube comments, 154,000 likes and 2,800 dislikes – all in just four days.
Set in the steep and recognisable streets of San Francisco, Gymkhana Five was the most difficult in the series and enabled Block to drive on actual streets throughout.
Since 2008 the Gymkhana project has made 40 videos, received 140 million views, 86,000 YouTube comments and over 7 million shares. Two videos even feature in the top 5 most shared ads of all time.
This infographic from DC gives an indication of what makes the Gymkhana series so sharable.
To find out more about video advertising check out Cream’s latest report here.